In July 2023, Mark Zuckerberg made the decisive decision to open-source Meta’s generative AI model Llama 2, free for commercial and research use. This bold strategy enabled Meta to catch up with closed competitors like OpenAI and Anthropic, with Llama 3 models achieving comparable performance in April and July 2024. Llama has become central to Meta’s strategy, powering the AI assistant across Facebook, Instagram, WhatsApp, and Messenger, as well as Ray-Ban glasses and the Quest headset. The models have been downloaded over 600 million times on platforms like Hugging Face, and Meta projects capital expenditures reaching up to $40 billion in 2024. This open-source approach allows Zuckerberg to reduce dependence on Apple and Google’s closed ecosystems while establishing a new industry standard for AI.
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