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Meta’s Ambitious AI Investment: Powering the Future of Video Recommendations

Meta, formerly known as Facebook, is embarking on a substantial investment in artificial intelligence (AI), with plans to develop a model that will power its entire video recommendation system across its platforms. Tom Alison, the head of Facebook, revealed this initiative as part of Meta’s technology roadmap extending to 2026.

Traditionally, Meta has employed separate AI models for various products like Reels, Groups, and the core Facebook Feed. However, the company is now working on a unified AI recommendation model capable of serving all its video services, including the TikTok-like Reels and longer-form videos.

This ambitious project is part of Meta’s broader investment in AI, which includes substantial spending on Nvidia graphics processing units (GPUs). These GPUs are integral to training large language models (LLMs) used in AI applications. By utilizing GPUs, Meta aims to enhance the performance of its recommendation systems, transitioning from traditional computer chips.

Meta’s interest in LLMs grew significantly, leading to the development of a new model architecture capable of handling vast amounts of data efficiently. This architecture yielded promising results, with an 8% to 10% increase in Reels watch time on the Facebook app.

Currently, Meta is in the third phase of re-architecting its system, focusing on validating the technology and extending it across multiple products. The ultimate goal is to power the entire video ecosystem with a single AI model, improving the relevance and responsiveness of recommendations across Meta’s platforms.

If successful, this unified AI model will enable seamless transitions between different content types, enhancing user engagement and satisfaction. Additionally, Meta is exploring the integration of generative AI into other products, such as digital assistants within the core Feed and Groups, to provide personalized assistance and information to users.

Overall, Meta’s investment in AI represents a strategic effort to leverage advanced technology to enhance user experiences and drive long-term growth across its platforms.

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Ruben Jay
Ruben Jay
Ruben Jay is an American broadcaster, media blogger, and podcast host. Currently, Ruben is the President of MultiMediaMouth.com and the executive producer and host of the popular podcasts You’re My Best Friend and ON AIR with Ruben Jay, exclusively on MultiMediaMouth.com. Follow Ruben on Instagram, Twitter, and Tiktok @TheRubenJay.

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