Meta is tracking how much AI employees are using and has a game around it

Meta

Meta is taking a hands-on—and somewhat playful—approach to getting its workforce to embrace AI. The Facebook parent has rolled out internal dashboards to track usage across teams and even launched a game designed to nudge employees toward experimenting with its AI tools, according to sources speaking to Business Insider.

The report by Business Insider states that adoption expectations aren’t uniform. Some teams are encouraged to explore AI at their own pace, while others face specific targets tied to productivity and engagement metrics. In Reality Labs, Meta’s hardware and virtual reality division, the goal is to push AI usage above 75%. That’s up from 70% currently, and a huge leap from just 30% in June, according to the report.

Meta’s AI push isn’t limited to coding either. Engineers are using AI assistants to generate code templates, draft functions, or speed up routine tasks. In other departments, staff lean on AI to brainstorm ideas, collaborate on documents, understand company policies, or refine drafts.

To encourage adoption, Meta launched “Level Up,” a voluntary program that gamifies AI usage through its internal chatbot, Metamate. Employees earn badges as they hit different milestones, a playful carrot designed to make AI feel like less of a mandate and more of a skill to develop.

The strategy fits a wider trend across Big Tech. Google tracks the extra hours AI tools save its engineers, while Microsoft links AI use to performance reviews. The message is clear: engage with AI or risk falling behind.

Meta CEO Mark Zuckerberg has publicly reinforced the push. On Joe Rogan’s podcast earlier this year, he said he expected AI to reach the level of a mid-level engineer by the end of 2025. On Meta’s Q1 earnings call, he added that AI coding agents could handle a substantial part of research and development by mid-2025.

For employees, that means AI is no longer optional. It’s being tracked, gamified, and increasingly woven into how Meta defines productivity.