Their ads team wants AI to improve their targeting and ad creation. Some want to have frontier AI including coding. Others might want personal AI agent. Then there's the flirting with renting their compute
And I'm not even taking shots at them. I think Google is exactly the same. I think OpenAI is largely the same (though lately more following Anthropic footsteps and focusing on productivity). And I think the whole field is so new and allows change in so many places - that it's sort of normal or fine to throw things at the wall and see what sticks.
But nothing as of now says to me that Meta has a clear strategy around llms