Meta is rolling out AI-powered business tools and premium Instagram features as Wall Street upgrades the stock, but some investors remain cautious about its social governance track record.

What happened

Meta introduced Instagram Plus, a premium tier offering 48-hour story posting and viewer curation, and unveiled a new AI agent for businesses that handles appointment booking and sales. Morgan Stanley reiterated a $775 share price target and noted the company could generate more than $10 billion（約1.6兆円） in recurring revenue through Meta AI and search monetization. Arete upgraded Meta to Buy from Neutral and raised its target to $735 from $614.

Why it matters

Meta's stock has declined 18.8% over the past year, making new revenue streams through AI and paid features strategically important. Analyst coverage suggests Meta's subscription growth and cost management are driving renewed confidence. However, the Impax US Sustainable Economy Fund does not hold the stock due to concerns about social risk management and governance, indicating that not all institutional investors view the company's current trajectory as compelling despite the recent upgrades.

What to watch

Morgan Stanley highlighted the potential for more than $10 billion（約1.6兆円） in recurring revenue from Meta AI and search monetization, the clearest financial target tied to these new initiatives. The timing of Instagram Plus rollout and AI agent adoption will determine whether these premium offerings can offset broader concerns about digital advertising growth in a weaker consumer environment.