AI is playing a pivotal role in boosting user engagement on Meta’s platforms, according to CEO Mark Zuckerberg. While there’s been chatter about “AI slop” cluttering social media feeds with low-quality content, Meta is highlighting how AI improvements are enhancing user experiences by connecting them with content they’ll enjoy.
Zuckerberg pointed out in a Q2 earnings call that advancements in AI-driven recommendation systems have notably increased the time spent by users on Meta’s apps. This quarter alone saw a 5% increase in user engagement on Facebook and a 6% rise on Instagram, thanks to these enhancements.
In June, over 3.4 billion people engaged with Meta’s “family of apps,” which includes Facebook, Instagram, Messenger, and WhatsApp. This marks a 6% growth compared to last year and resulted in a 22% boost in total revenue, reaching $47.1 billion.
Significant growth was also seen in video consumption, with a 20% year-over-year increase due to Meta’s refined ranking systems and a push towards more original content on Instagram. Additionally, Meta’s new competitor to X, Threads, experienced a rise in engagement thanks to the integration of advanced language models.
