Meta, the parent company of Facebook, is significantly intensifying its campaign to ensure that artificial intelligence becomes an integral part of its employees’ daily workflows. The corporation has introduced internal performance dashboards that monitor how extensively teams are engaging with AI tools, and to further accelerate adoption, it has even transformed the process into a competitive game-like experience. According to reporting by Business Insider, this gamification strategy is aimed at motivating staff to deepen their interaction with AI, making adoption both a measurable performance metric and an engaging activity.
The actual expectations placed on employees vary considerably depending on their specific department. While some divisions are encouraged mainly to experiment with and familiarize themselves with AI features in a relatively low-stakes manner, others are being held accountable to more rigorous, quantifiable benchmarks for AI usage. Several current employees have revealed that in certain units, embracing AI has become a soft encouragement, whereas in others it is a defined requirement tied to productivity goals.
This approach is not isolated to Meta alone but rather reflects a broader cultural and operational shift within the technology sector at large. Across Silicon Valley and beyond, many of the dominant industry leaders are employing both incentives and accountability frameworks—often described as “carrots and sticks”—to integrate AI use into the professional routines of their workforces. At Meta specifically, engineers and other staff members are encouraged to interact with AI chatbots, unlocking badges and rewards through games that signal progression. Simultaneously, their activity is carefully monitored on dashboards, and in several instances, success is measured directly against predetermined adoption objectives.
Rival companies are deploying similar strategies. For example, Google is closely analyzing how many extra hours of productivity its engineers can harness each week as a direct consequence of AI support, while also promoting experimentation with emerging AI applications. Microsoft has gone so far as to link employees’ AI engagement directly to their performance reviews, starkly illustrating how central AI has become in defining employee evaluations. Other technology firms have turned to third-party surveillance software to gauge employees’ reliance on artificial intelligence, seeking to verify whether the investments in such tools deliver tangible improvements in efficiency and cost reduction.
The overarching corporate message, shared implicitly across the industry, is unambiguous: employees who engage enthusiastically with artificial intelligence are more likely to be rewarded and recognized, whereas those who fail to adapt risk diminishing relevance within their organizations. A spokesperson for Meta reinforced this viewpoint, emphasizing that AI adoption has been elevated to a top priority because it is envisioned as a transformative element for employees’ everyday responsibilities.
Mark Zuckerberg, Meta’s chief executive officer, has been particularly vocal in underlining this mission. In a widely discussed conversation on Joe Rogan’s podcast earlier this year, Zuckerberg revealed his belief that by the end of 2025, Meta’s internal AI systems will have reached a level of competency comparable to that of a mid-level software engineer. This vision was reiterated during the company’s first-quarter earnings call in April, when he stated his expectation that by the middle to latter half of next year, AI-driven coding agents would be carrying out a substantial portion of Meta’s research and development endeavors.
The company’s Reality Labs division, which is responsible for its hardware and virtual reality initiatives, has become a focal point for this AI adoption drive. Individuals familiar with the division disclosed that its leadership has set a target of raising AI usage to above 75%, up from its current rate of 70%. To illustrate the rapid momentum, just a year earlier in June, usage rates within this division had been measured at a mere 30%. Such accelerated growth underscores both the organizational emphasis on AI and the willingness—or sometimes the requirement—for staff to acclimate.
Employees across Meta are already deploying AI assistants in multiple capacities. For example, software engineers and researchers are leveraging these intelligent tools to generate templates, accelerate the writing of new code, and streamline repetitive tasks. Meanwhile, personnel in non-technical or cross-functional teams are adopting AI to brainstorm creative strategies, establish collaborative digital workspaces, navigate company policies, and even refine drafts for internal communications or professional documents.
To cultivate broader adoption and make such practices second nature, Meta recently launched a program known internally as “Level Up.” This voluntary initiative transforms AI interaction into a gamified experience accessible via the company’s proprietary AI chatbot, Metamate. Through this platform, employees earn various badges and distinctions for reaching progressive milestones in their AI usage, thereby normalizing and incentivizing continued engagement. In essence, Level Up is designed not only as a tool for skill acquisition but also as a motivational system that links technical proficiency with playful competition.
This trend toward surveillance and gamification aligns with the experiences of several worker-tracking software providers, who have reported a surge in demand over the past two years for systems that can measure and analyze AI adoption at the employee level. Organizations are keen to examine whether these behavioral shifts actually translate into measurable benefits such as efficiency savings, enhanced output, or stronger innovation pipelines. The high stakes associated with technological adaptation are making AI engagement not just an experimental option, but a defining feature of workplace success in the modern era.
Sourse: https://www.businessinsider.com/meta-tracks-employees-ai-use-creates-game-to-boost-adoption-2025-10
