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Facebook CEO Tom Ellison said that Meta is changing the video recommendation algorithm in Reels , groups and the main Facebook feed, using artificial intelligence to improve the recommendation algorithm. The world's largest social network has already switched to the new Reels short video recommendation engine and plans to use it in all places on Facebook that show videos – the main Facebook feed and groups. This happens as part of the “technology roadmap” until 2026.
Goal has made competing with TikTok a priority since the app, known for its powerful recommendation engine, began to grow rapidly in the US, Engadget reports. When Facebook tested a new AI-powered recommendation engine in Reels, viewing time increased by about 8 to 10 percent, Alison said:
This shows that the new model architecture (which learns from data) is much more efficient than the previous generation. So this is a good sign that we are on the right track.
So far, Facebook has used different video recommendation engines for Reels, Groups, and Facebook Feed. But after the success of Reels, the company plans to use the same AI engine for 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 be served by this model as well. If we do it right, not only will the recommendations become more interesting and relevant, but we believe their responsiveness will also improve.
—says Alison.
The move is part of Meta's strategy to integrate artificial intelligence into all of its products after the technology exploded with the launch of OpenAI's ChatGPT in late 2022.
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