Meta is quietly accelerating its ambitions in artificial intelligence hardware, assembling a dedicated team under its Superintelligence Labs division as it looks beyond smartphones toward a new class of AI-native devices. According to reporting from Business Insider, the company has tapped veteran engineer Rui Xu to lead this emerging effort, signaling a deeper commitment to integrating advanced AI directly into consumer hardware.
The initiative marks a significant expansion of Meta’s existing hardware ecosystem, which already includes smart glasses and virtual reality headsets developed by its Reality Labs division. However, this new push suggests the company is exploring entirely new device categories designed specifically for AI-first experiences. Sources familiar with the matter indicate that engineers from Reality Labs have begun collaborating closely with Meta Superintelligence Labs (MSL), prototyping AI software on existing hardware while laying the groundwork for future innovations.
Rui Xu’s appointment highlights the seriousness of Meta’s plans. Xu brings extensive experience from across the tech industry, having previously led hardware development at AI startup Dreamer, whose team Meta recently absorbed. His background also includes senior roles at major technology companies such as ByteDance, Xiaomi, Lenovo, and Tencent, where he worked on shipping large-scale consumer devices. His leadership is expected to play a key role in shaping Meta’s next generation of AI-integrated products.
At the center of this strategy is the vision of AI-native personal devices — technology designed not just to run applications, but to function as intelligent companions embedded seamlessly into everyday life. Alexandr Wang, who leads MSL, has outlined an ambitious goal of creating a personalized AI agent that operates across multiple devices, forming what he describes as a “constellation” of always-on systems that can see, hear, and interact alongside users in real time.
This approach reflects a broader shift within the tech industry, where companies are racing to redefine personal computing in the age of artificial intelligence. Rather than relying solely on smartphones, firms like Meta and OpenAI are exploring how AI agents can enhance user experiences by anticipating needs, automating tasks, and providing continuous contextual assistance across different environments.
Meta’s strategy stands out for its focus on deeply integrated ecosystems, combining hardware and software to deliver seamless AI experiences. By leveraging its existing infrastructure and talent from Reality Labs, the company is positioning itself to compete aggressively in a space that could define the next era of consumer technology.
The timing of this expansion is significant, as competition in the AI sector intensifies rapidly. With rivals investing heavily in both software and hardware capabilities, Meta’s move to build a specialized hardware team within MSL underscores the growing importance of owning the full technology stack.
While details about specific products remain under wraps, insiders suggest that development is moving quickly, with more announcements expected in the coming months. As Business Insider reports, Meta’s push into AI hardware could reshape how users interact with technology, potentially ushering in a future where intelligent systems are embedded across multiple devices rather than confined to a single screen.
If successful, this strategy could position Meta at the forefront of a major technological transition, redefining personal computing and setting the stage for a new generation of AI-driven experiences.
