Meta says its business AI now facilitates 10 million conversations a week.

Meta doesn’t get mentioned much in discussions of the best AI products these days, but its products are still benefiting from the continued surge of interest in the technology. The company’s business AI tools facilitated about 10 million conversations per week as of the end of March, up from 1 million at the start of the year, Meta said on its first-quarter conference call Wednesday.

This growth comes as the company recently expanded the beta program of its business AI assistant in the US, EMEA, APAC, and LATAM.

Meta doesn’t yet monetize its business AI tools and can scale by offering them for free to small and medium-sized businesses, but CEO Mark Zuckerberg has hinted that this could change in the near future.

“Currently, business AI is free for most businesses to use in messaging apps, but as further advances are made, it will also help build long-term monetization models,” Zuckerberg said.

Meta has been embedding AI capabilities into its suite of business products across a variety of platforms, and is working to power these products with Muse Spark, a new large language model that is the first to be released from the Meta Superintelligence Labs division founded last year.

The company said it saw solid traction for creative AI tools this quarter. CFO Susan Li said on the call: “The use of our ad creative tools is also expanding, with more than 8 million advertisers using one or more of our GenAI ad creative tools, and adoption is particularly high among small and medium-sized businesses. These tools also benefit performance, and advertisers using our video creation feature have seen higher conversion rates of over 3% in our tests.”

The company is also launching an open beta of its Meta Ads AI Connector this week. This allows advertisers to connect their meta ad accounts to AI agents.

Zuckerberg said the company’s apps generated a total of $885 million in revenue in the quarter, driven primarily by demand for WhatsApp’s paid messaging and app subscriptions. Earlier this month, the company began testing a WhatsApp Plus subscription that gives users access to custom icons, themes, and notification sounds.

The company reported profits of $26.8 billion in the first quarter, up from $16.6 billion in the year-ago quarter. Sales amounted to $56.3 billion, up 33% from last year.