Artificial intelligence is making waves in the tech world as major players like Google, Samsung, Apple, and Meta compete to lead the AI revolution. Meta, in particular, is taking a significant step by integrating AI into Facebook’s video recommendations. Tom Alison, Head of Facebook, recently unveiled a new video recommendation algorithm powered by AI that is already enhancing the Reels experience – Meta’s version of TikTok.
The exciting news is that this AI-powered recommendation engine will soon be applied across all video sections on Facebook, from the main feed to Groups. This move is part of Meta’s ambitious “technology roadmap” set to roll out by 2026, as revealed by Alison during a tech conference at Morgan Stanley in San Francisco.
Meta’s focus on expanding its presence in the TikTok realm has been evident, especially with the surge in popularity of vertical video clips and personalized recommendations. The implementation of the new AI-powered engine in Reels led to an impressive increase in watch time by 8 to 10 percent, showcasing its effectiveness.
Alison emphasized that the latest model architecture is proving to be more efficient at learning from data compared to previous generations, indicating that Meta is heading in the right direction. Previously, Facebook had different video recommendation engines for Reels, Groups, and the main feed. However, with the success seen in Reels, Meta plans to extend this AI-powered engine to all these platforms.
Alison elaborated on this strategy by stating: “Instead of just powering Reels, we’re working on a project to power our entire video ecosystem with this single model.” The goal is not only to enhance engagement and relevance but also improve responsiveness across all products.
Meta’s integration of AI into its offerings gained momentum with the rise of AI technology following OpenAI’s ChatGPT launch at the end of 2022. Mark Zuckerberg disclosed earlier this year that Meta is investing billions in acquiring high-end NVIDIA GPUs for training and powering AI models. This commitment underscores Meta’s dedication to harnessing AI for a more personalized and engaging user experience.
