Llama, which powers Meta’s AI assistant, Meta AI, across the tech giant’s various platforms, including Facebook, Instagram, and WhatsApp, is a part of Meta’s yearslong bid to foster a wide-ranging AI product ecosystem. The company makes the models, as well as the tools required to fine-tune and customize them, available for free under a proprietary license.

Some developers and companies have taken issue with the Llama license terms, which are somewhat commercially restrictive. Yet Llama has achieved widespread success since launching in 2023. Companies including Spotify, AT&T, and DoorDash use Llama models in production today.

That’s not to suggest that Meta hasn’t faced setbacks.

Llama is at the center of an AI copyright lawsuit that accuses Meta of training a number of models on copyrighted e-books without permission. Several EU countries have forced Meta to postpone — and in some cases cancel altogether — its Llama launch plans over data privacy concerns. And Llama’s performance has been leapfrogged by models like Chinese AI lab DeepSeek’s R1.

Meta is said to have scrambled to set up “war rooms” to apply DeepSeek’s learnings to Llama’s own development, and the company recently said it would spend as much as $80 billion on projects related to AI this year.

Meta is planning to launch several Llama models over the next few months, including “reasoning” models along the lines of OpenAI’s o3-mini and models with natively multimodal capabilities. Zuckerberg has also hinted at “agentic” features, suggesting that some of these models will be able to take actions autonomously.

“I think this very well could be the year when Llama and open source become the most advanced and widely used AI models,” Zuckerberg said during Meta’s Q4 2024 earnings call in January. “[O]ur goal for [Llama this year] is to lead.”

We’re certain to learn more at LlamaCon, Meta’s first generative AI developer conference, which is scheduled to take place on April 29.