Meta Names Generative AI VP to Lead Threads Platform

Meta appoints generative AI VP to run Threads

Rapid user growth, strategic shifts, and AI innovation are reshaping Meta’s Threads, prompting a leadership transition that places generative AI expert Connor Hayes at the helm. This move addresses one of the top queries from tech enthusiasts and investors: Who is leading Threads now, and why is AI playing a central role? The answer lies in Meta’s recent decision to appoint Hayes—its VP of Product for Generative AI—to head Threads, a platform that’s quickly evolving from an Instagram side project into a major social media player. With Threads now averaging around 115 million daily active users (DAUs) on mobile, closing in on X’s 132 million, this leadership change signals Meta’s ambitious future for the platform.

 Image Credits:Jakub Porzycki/NurPhoto/ Getty Images

Why Meta Appointed a Generative AI VP to Lead Threads

Meta's decision to appoint Connor Hayes as the new head of Threads is more than a routine executive reshuffle. It represents a strategic alignment between social media innovation and generative AI technologies. Hayes previously served as Meta's Vice President of Product for Generative AI, where he played a key role in developing AI-driven experiences across Meta’s platforms. His transition to Threads indicates the company’s vision to embed AI deeper into user engagement, moderation, personalization, and content discovery. Threads, which began as a lighter, text-based alternative to X (formerly Twitter), has rapidly scaled. But to maintain momentum and support broader user behavior shifts, AI is now viewed as a vital component of its growth strategy. Hayes brings both technical expertise and product leadership—qualities essential to usher Threads into its next phase.

How Threads Is Evolving into a Standalone Powerhouse

Initially tied closely to Instagram, Threads launched in 2023 and was largely seen as a supporting product, benefiting from Instagram’s massive user base. However, recent usage data paints a different picture. According to Similarweb, Threads now boasts 115 million daily active users on mobile devices—placing it in close competition with X, which has about 132 million DAUs. This surge has prompted Meta to treat Threads as a core platform rather than an extension of another app. Until now, Instagram chief Adam Mosseri had been overseeing Threads, but the platform’s trajectory required focused leadership. By handing over the reins to Connor Hayes, Meta is effectively betting on AI-powered innovation to help Threads stand out in the increasingly crowded social media space.

AI’s Role in Shaping the Future of Threads

The intersection of AI and social media is becoming impossible to ignore—and Meta is clearly leaning into that convergence. Under Connor Hayes, Threads is expected to incorporate more generative AI tools to boost user creativity, improve recommendations, and enhance real-time content filtering. These capabilities could also drive monetization and make the platform more attractive to both creators and advertisers. As Meta continues its broader push into AI—from its Meta AI assistant to AI avatars—Threads will likely become a sandbox for piloting some of these features. The platform’s text-centric nature lends itself well to AI integrations like auto-summarization, smart replies, trend detection, and community moderation, making Hayes’ appointment both timely and strategic.

What the Leadership Shift Means for Threads’ Future

Threads is no longer a beta experiment or an Instagram appendage—it’s becoming a social media contender in its own right. With Connor Hayes stepping into leadership, expect to see a tighter integration between generative AI tools and social platform functionality. His appointment suggests a strong focus on AI-driven product evolution, personalized content curation, and sustained user engagement. As Threads continues to gain users and approach X’s dominance in the microblogging space, Meta is positioning the platform to define what a modern, AI-infused social network looks like. Whether through smarter feeds, creator tools, or seamless moderation, the future of Threads now rests on how well it can scale with intelligence—and Hayes appears to be the right person to lead that charge.

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