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Meta, which strengthens its recommendation algorithm with artificial intelligence, renews the video recommendation method on Facebook’s home page, groups and Reels. The statement on the subject was made by Facebook manager Tom Alison.
The world’s largest social network has moved Reels, which it developed as a rival to TikTok, to a new engine. By 2026, this engine is planned to be used everywhere videos are shown on Facebook.
TikTok has gained great popularity in the last few years with its short and vertical videos and the sophistication of its recommendation algorithm. Meta has also made competing with TikTok a priority over the last few years.
According to the information provided by Alison, in the test of the new artificial intelligence-supported recommendation engine with Reels, an increase of 8 to 10 minutes in video viewing times was recorded. The Meta manager said: “So this tells us that this new model architecture learns from data much more efficiently than the previous generation. So that was like a good sign that said, ‘okay, we’re on the right track.'”
Until now, different video recommendation engines were used on Facebook for Reels, groups and the home page. However, after the success recorded on Reels, Meta decided to use the AI-powered search engine everywhere.
Tom Alison made the following statements on the subject: “Instead of just strengthening Reels, we are working on a project that will strengthen our entire video ecosystem with this single model. Then, we will launch our Feed recommendation product, which will also be offered by this model. If we do this right, not only will the recommendations be more interesting and relevant, but we think the response rate can also increase.”
Facebook is changing within the framework of Meta’s strategy of injecting artificial intelligence into every product
This move on the Facebook front is part of Meta’s strategy to infuse artificial intelligence into all its products, following the explosion in technology with the launch of OpenAI’s ChatGPT at the end of 2022. The company is spending billions of dollars to purchase hundreds of thousands of expensive legacy NVIDIA GPUs. Meta CEO Mark Zuckerberg said in a video earlier this year that he would train and strengthen artificial intelligence models.