Meta Platforms has launched a new API for its Llama AI models, aiming to attract developers and companies seeking customisable AI tools. The company made this announcement during its first AI developer conference, underscoring its intent to compete with Openai, Google, and emerging players like China’s DeepSeek.
“You can now start using Llama with one line of code,” said Chris Cox, Meta’s Chief Product Officer. The Llama API is currently in limited preview, but Meta plans to expand access in the coming months.
Although Meta hasn’t revealed pricing details yet, it continues to offer Llama largely for free. This strategy supports Meta’s broader push to drive innovation and increase Llama’s integration into its ecosystem. During the event, Meta also introduced a standalone AI assistant app and confirmed plans to test a paid AI chatbot subscription in the second quarter of the year.
Executives emphasised the flexibility of their models. Manohar Paluri, Meta’s Vice President of AI, stated, “Whatever model you customise is yours to take wherever you want, not locked on our servers.” This allows users to build and move their models freely, without being confined to Meta’s infrastructure.
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CEO Mark Zuckerberg also spoke at the event. He explained that Meta’s open model approach reduces the industry’s dependency on a few major AI players. “If another model, like DeepSeek, is better at something, you can now combine the best intelligence from multiple models,” he said.
Meta’s latest version of Llama boasts faster performance and lower costs. The company is positioning it as a more affordable and developer-friendly option in the increasingly competitive AI landscape.
With this API launch, Meta is betting that openness and flexibility will drive adoption, inspire innovation, and boost engagement across its platforms.
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