On Tuesday, Meta held its first-ever AI developer conference, LlamaCon, at its Menlo Park, California headquarters. The company announced the launch of a consumer-facing Meta AI chatbot app, which will compete with ChatGPT, as well as a developer-facing API for accessing Llama models in the cloud.

Both releases aim to expand adoption of the company’s open Llama AI models, but that goal may be secondary to Meta’s true motive: beating OpenAI. Meta’s AI ambition, in broad strokes, is fueling a thriving open AI ecosystem that sticks it to “closed” AI providers like OpenAI, which gate their models behind services.