Meta Platforms Inc (NASDAQ:META, ETR:FB2A, SWX:FB) is undergoing another overhaul of its artificial intelligence operations, a move that highlights both the strategic importance and challenges of the company’s AI ambitions, according to Bank of America analysts.
According to a report from The Information, the company intends to divide its Superintelligence Labs unit into four groups: a “TBD Lab,” a products team that includes the Meta AI assistant, an infrastructure team, and the Fundamental AI Research lab.
Bank of America analysts noted that this is Meta’s fourth AI restructuring in six months. “The frequency of reorganizations highlights both the strategic importance and potential complexities of Meta's AI goals,” they wrote.
While repeated reshuffling could raise questions about execution, the analysts maintained a positive view on Meta’s position in the sector. “The AI opportunity is still very early, and Meta has a track record of execution around new services,” they wrote.
Alongside its AI efforts, Meta is preparing to introduce new consumer hardware. According to Bloomberg, the company could debut its first smart glasses with an integrated display, codenamed “Hypernova,” in September.
The glasses are expected to feature a small display in the right lens, neural wristband controls, and capacitive touch sensors on the frame, with a base price of about $800.
The analysts noted that demand for Meta’s Ray-Ban smart glasses has been outpacing supply and described the upcoming device as a potential catalyst.
“The $800 price would likely be a significant hurdle to broader adoption but launch of glasses with smart display capabilities could represent a major step forward for Meta's Reality Labs,” they wrote.
In advertising, Meta is continuing to simplify its campaign management system by consolidating detailed targeting options.
Beginning in January 2026, advertisers will have fewer interest and behavior-based selections, giving Meta’s AI-driven tools greater autonomy in optimizing campaigns.
According to the analysts, “Broader, fully automated targeting enables Meta's algorithms greater flexibility to identify high-value users, enabling the system to improve ad performance.”
They added that further changes to ad systems should support higher advertiser returns and incremental ad spend.
The company is also expanding WhatsApp’s functionality with a new Schedule Calls feature that allows both individual and group calls to be arranged in advance, along with enhancements like emoji reactions, screen sharing, and in-call messaging.
The bank’s analysts see the updates demonstrating Meta’s effort to broaden WhatsApp’s role beyond messaging.
“We think Meta is steadily evolving WhatsApp into a multi-functional platform that supports commerce, customer service, and workplace productivity,” they wrote.
Bank of America maintained its ‘Buy’ rating and $900 price objective on Meta, implying upside from its current share price of $750.