Meta links AI video with India’s festive shopping surge

On 25 September, Meta rolled out the next version of its Meta AI app, introducing an early preview of Vibes, a feed where users can create and share short-form, AI-generated videos. The development highlights how Meta is expanding its artificial intelligence portfolio while simultaneously trying to deepen its influence in markets like India during the festive shopping season.

Meta chief executive officer Mark Zuckerberg announced Vibes on Instagram, showcasing AI-generated clips that included fuzzy-looking creatures hopping across cubes, a cat kneading dough, and a reimagined scene of an ancient Egyptian woman taking a selfie from a balcony.

 

 

 

 

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The feature is positioned as a space for creative exploration. Users browsing the feed can see AI-generated videos from different creators and communities, remix existing content, or build new videos from scratch. They can add visuals, layer music, and adjust styles before sharing directly to the Vibes feed, via direct messages, or cross-posting to Instagram and Facebook Stories and Reels.

Meta’s chief AI officer Alexandr Wang disclosed that the company has partnered with AI image generators Midjourney and Black Forest Labs for the early phase of Vibes. At the same time, Meta continues to refine its own AI models.

According to the company, the feed will grow more personalised as people interact with it. Users who encounter Meta AI videos on Instagram can tap through to remix them inside the Meta AI app. Meta said it is also collaborating with visual artists and creators to develop stronger creation tools.

These tools are expected to roll out more widely in the future. Beyond Vibes, the app is intended to serve as a hub for AI glasses, photo and video experiments, and access to the Meta AI assistant for answers, ideas, and inspiration.

The timing of the update underscores how Meta wants to shape the conversation around AI creativity, while responding to rivals also investing heavily in AI video and image generation.

The India link: Festive shopping insights

Days before unveiling Vibes, Meta launched The 2025 Meta Digital Utsav, a festive playbook aimed at Indian brands and marketers. Developed with research agency Ipsos, the playbook analyses how consumer behaviour is shifting during India’s largest shopping season.

The study suggests that the festive calendar is far longer than commonly assumed, beginning in July–August and stretching to New Year’s Eve. This extended cycle gives brands more than a single opportunity to engage with consumers beyond Diwali.

The findings position Meta’s platforms as central to this landscape. The company said its platforms drive 65% of festive shopping engagement across discovery (49%), evaluation (44%) and purchase (39%). Personalisation was cited as particularly influential, with 77% of respondents saying a personalised advertisement on Meta platforms inspired a purchase.

Arun Srinivas, managing director and country head, Meta (India), noted that the festive season in India is a key moment for businesses. As consumers become more discerning, brands have to stand out by using technology, creativity, and mobile-first experiences.

“Today, shoppers are turning to AI for inspiration, creators for credibility, and Reels for discovery,” he added. “At Meta, our focus is on enabling businesses to meet these changing consumer expectations with innovative tools and solutions that help them engage meaningfully, build trust, and drive growth this festive season and beyond.”

Reels and creators reshape shopping journeys

Reels and creators are identified as major influences this festive season. According to the study, shoppers now see short-form video as a preferred entry point into fashion and lifestyle choices. Apparel and fashion were highlighted as categories where Reels are particularly influential.

Creators, meanwhile, are cited as critical for building trust. Nearly half of festive shoppers now follow influencers, while two-thirds say brands that collaborate with credible creators gain their trust. More than 30% rely on creator reviews and buying guides to make decisions.

The research indicates that creator-driven content is not just a complement to advertising but is helping shoppers evaluate and select products in a crowded festive marketplace.

Generative AI is another factor shaping consumer behaviour. Over 80% of festive shoppers in India reported using AI to find gift ideas or inspiration. Smartphones continue to dominate as the primary shopping device, with nine out of ten consumers relying on them for festive purchases.

Meta’s report highlights that conversations around shopping are happening on its platforms, with 78% of discussions during the festive period occurring on WhatsApp. This underlines the importance of messaging as both a convenience tool and a direct channel for engagement.

At the same time, quick commerce is gaining traction. Forty-five per cent of respondents said they used quick commerce apps for festive shopping, with higher adoption—56%—among the 25–34 age group. Speed and product quality were cited as the primary drivers.

Shopper segments

The playbook identifies different consumer cohorts that illustrate how varied festive shopping behaviours have become.

Gen Z shoppers, aged 18–24, show high price sensitivity and lean heavily on Meta apps to access discounts, promo codes and offers. Tier 2 and 3 city consumers continue to blend offline and online habits, with 63% using local e-commerce platforms while still favouring in-person shopping and cash-based transactions.

Mothers emerged as a distinct group too: 44% of those surveyed made festive purchases through Meta platforms, often engaging businesses through messaging and preferring mobile-led shopping journeys.

These segments reveal a complex picture where age, geography, and lifestyle shape how consumers navigate the mix of physical and digital retail.

The study outlines tactics for businesses looking to maximise impact during the festive window. It points to high-impact offers—percentage-off sales, bundles, flash deals, and bank or EMI-linked promotions—as tools to enhance perceived value.

It also recommends using digital discovery mechanisms such as dynamic catalogues, shoppable advertisements, and curated showcases like online lookbooks. For brand building, the report highlights narrative-driven advertising, emphasising craftsmanship, values, and festive sentiment.

Finally, it notes that brands can deepen connections by combining interactive digital formats, including Reels, Stories, and live shopping, with traditional festive motifs and aesthetics.

Meta’s twin ambitions

Taken together, Meta’s twin announcements—the rollout of Vibes and the launch of the Digital Utsav playbook—underline its broader ambitions. On one side, it wants to lead in AI-enabled creativity, competing against rivals in Silicon Valley developing generative video and immersive formats. On the other, it is aiming to cement its role as a key advertising and discovery engine in one of the world’s fastest-growing retail markets.

Both moves come at a time when scrutiny around social platforms is intensifying, from data governance to regulatory frameworks on AI-generated content. For Indian advertisers and marketers, the message is clear: Meta sees itself as central to how festive shopping unfolds, from inspiration to purchase, and is building tools to reinforce that position.

The test will be whether consumers embrace AI-driven creativity such as Vibes in the same way they have adopted short-form video, and whether brands can convert playbook insights into measurable sales growth in a competitive and fragmented market.