Meta Says That its On Track to Double the Amount of AI Recommendations in User Feeds
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Loading... - Adam Kelly
- 27 Apr 2023
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Along with its Q1 earnings report, which showed that Facebook usage has continued to grow in all markets, Meta has also shared some new insights into is evolving use of AI-based content recommendations, and how it’s increasingly relying on machine learning to help populate user feeds, as opposed to relying solely on your social graph.
Meta has been leaning into AI over the past year, with Meta chief Mark Zuckerberg noting last July that it planned to double the amount of AI recommendations in user feeds. At that stage, around 15% of the content users were shown on Facebook came via AI recommendations, and ‘a little more than that’ on IG.
Now, it’s pretty much on track to meet its expanded AI usage aims.
According to Meta, as of today, more than 20% of the content displayed in people’s Facebook feeds has been recommended by its AI system, while on Instagram AI recommendations now account for some 40% of the content shown.
Which is a huge shift, especially given that Meta’s market advantage thus far has been your social graph, and the fact that pretty much everyone uses Facebook and/or Instagram, which gives it a big leg up over the competition.
But with the arrival of TikTok, the approach to recommendations has shifted, with TikTok’s algorithm focusing on each individual post, not on who you’re connected to, necessarily. That’s a step away from ‘social’ media, as such, and more towards entertainment – which is why TikTok has repeatedly noted that it’s actually an entertainment network, not a social app. Read More…
