Facebook (NASDAQ: FB) is killing M, its AI-powered personal assistant for Messenger, just two-and-a-half years after its launch. Facebook initially launched M in a closed beta in the San Francisco Bay Area in the hopes that it would evolve into a more sophisticated personal assistant like Apple's (NASDAQ: AAPL) Siri, Amazon's (NASDAQ: AMZN) Alexa, or Alphabet's (NASDAQ: GOOG) (NASDAQ: GOOGL) Google Assistant.
However, M's concierge services merely prodded other people to make calls for you, and didn't gain much traction among its beta group. In a statement to Engadget, Facebook stated that it "learned a lot" about what users wanted in a personal assistant, and would take "these useful insights to power other AI projects."
Image source: Getty Images.
However, M's premature death actually tells us a lot about Facebook's ambitions and shortcomings. Let's take a look at why Facebook developed M, and what its failure means for the company's future.
Why Facebook launched M
Facebook's biggest weakness is that it doesn't own an operating system like Apple's iOS or Google's Android. This makes it harder to expand its ecosystem, and cuts it off from launching app stores or monitoring a user's actions outside of the Facebook app.
Facebook tried to address this weakness many times, with HTC's ill-fated Facebook Phone, its Facebook Home launcher for Android devices, single sign-ons for apps and websites, Oculus Home, and the expansion of its Messenger app as a computing platform.
Out of these efforts, the Messenger app -- which reaches 1.2 billion monthly active users (MAUs) -- represents Facebook's best chance at establishing a "mini-ecosystem" within iOS and Android. Taking a cue from Tencent's WeChat, Facebook added stickers, mini-apps, mobile payments, and ride hailing services to the app, allowing it to partly bypass Apple and Google's mobile operating systems.
Facebook's Messenger app. Image source: Google Play.
Therefore, adding a Siri-like assistant to Messenger seemed like a smart way to draw data from Facebook users' profiles, gain additional information from their queries, and increase their overall dependence on the app. In theory, M would become smarter, and businesses would strengthen their ties to the platform -- which would reduce their dependence on traditional mobile apps.
Facebook clearly had the resources to accomplish this. It controls the world's biggest social network, and it launched its dedicated FAIR (Facebook Artificial Intelligence Research) unit in 2013 to upgrade the platform's AI capabilities.