O Facebook has already switched Reels to the new engine and plans to use it everywhere within the social network that shows video — the main Facebook feed and Groups — as part of a “tech roadmap” through 2026, Alison said at a technology conference of Morgan Stanley in San Francisco.
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The Meta made competition with the TikTok a top priority since the app, which offers vertical video clips and is known for its powerful recommendation engine that seems to know exactly what will keep users engaged, began exploding in popularity in the US in recent years. When Facebook tested the new recommendation engine powered by artificial intelligence (AI) With Reels, watch time increased by around 8 to 10 percent, revealed Alison. “So what this told us was that this new model architecture is learning from data much more efficiently than the previous generation,” Alison said. “So that was like a good sign that says, OK, we're on the right track.”
Until now, Facebook used different video recommendation engines for Reels, Groups, and the feed. But after seeing success with Reels, the company plans to use the same AI-powered engine across all of these products.
“Instead of just powering Reels, we're working on a project to power our entire video ecosystem with this single model, and then we can add our Feed recommendation product to also be served by this model,” said Alison. “If we get this right, not only will recommendations be more engaging and more relevant, but we also believe their responsiveness can improve as well.”
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The move is part of Meta's strategy to infuse AI into all its products following the technology explosion with the launch of ChatGPT da OpenAI in late 2022. The company is spending billions of dollars to buy hundreds of thousands of NVIDIA GPUs used to train and power AI models, Zuckerberg said in a video earlier this year.
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