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Meta’s AI-Enhanced Video Recommendations on Facebook

Meta is leveraging artificial intelligence to enhance its video recommendation algorithm on Facebook, with tests on Reels videos showing a significant uptick in watch times.

The tech giant is continually exploring new features for Facebook. Tom Alison, Facebook’s head at Meta, revealed in an announcement that artificial intelligence has been integrated into the platform’s video recommendation algorithm. This updated algorithm is set to curate video suggestions across Facebook Reels, Groups, and the main feed.

While Meta has not disclosed the specifics of how the new AI video recommendation algorithm operates, it was mentioned that Reels has been transitioned to this new system. Meta aims to implement this technology across all video-related areas on Facebook by 2026.

Artificial intelligence will make Facebook suggestions

Meta's AI-Enhanced Video Recommendations on Facebook

TikTok’s advanced recommendation algorithm has transformed it into a vast network, prompting Meta and others to enter the fray with vertical videos. According to tests conducted specifically for Reels videos—the Meta counterpart to TikTok’s offerings—it has been reported that there’s an 8 to 10 percent increase in user viewing time.

This boost has led Facebook to revise its strategy. Previously, the platform utilized distinct video recommendation engines for Reels, Groups, and the Facebook feed, but now, it plans to unify all products under a single AI-powered recommendation engine.

Tom Alison, the head of Facebook, mentioned that following the video algorithm’s success, they might consider applying this model to the Facebook News Feed as well.

Broadly speaking, these developments are part of a larger trend set off by the advent of technologies like ChatGPT. Meta aims to integrate artificial intelligence across all its offerings, and updates of this nature are anticipated to become more commonplace.

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