How Facebook Leverages AI to Enhance Its Video Recommendation Algorithm

Meta is transforming its video recommendation system across Facebook Reels, Groups, and the main Facebook Feed by leveraging AI technology. Tom Alison, Facebook's head, announced this initiative during a recent tech conference in San Francisco. The company has already implemented the new AI-driven engine for Reels, its answer to TikTok, and plans to extend it to all video content on Facebook by 2026.

Competing with TikTok has become a top priority for Meta, especially as the platform's popularity has surged in the U.S. over the past few years. In trials, the new AI-powered recommendation system for Reels resulted in an increase in watch time by approximately 8 to 10 percent. Alison noted that this improvement indicates the new model is learning from data more efficiently than previous iterations.

Historically, Facebook has utilized different recommendation algorithms for its various video offerings. However, following the success with Reels, Meta is moving towards a unified AI-powered engine for its entire video ecosystem. Alison explained, “Instead of just powering Reels, we’re working on a project to power our entire video ecosystem with this single model… If we get this right, not only will the recommendations be more engaging and relevant, but their responsiveness will improve as well.”

This shift is part of Meta’s broader strategy to integrate AI across its platforms in response to the rapid evolution of technology sparked by the release of OpenAI’s ChatGPT. The company is investing significantly in acquiring advanced NVIDIA GPUs to enhance and train its AI models.