Meta Platforms, the company helmed by CEO Mark Zuckerberg, has laid the foundation for a wide-ranging AI-powered content recommendation on its platforms, such as Facebook and Instagram, through the recent disclosure of significant financial information during the first-quarter results announcement.
According to Mark Zuckerberg, “Right now, about 30% of the posts on Facebook feed are delivered by our AI recommendation system. That’s up 2x over the last couple of years,” he said in his opening statement, adding, “And for the first time ever, more than 50% of the content people see on Instagram is now AI recommended.”
This is a major shift from a few years ago, demonstrating the growing power of artificial intelligence algorithms over human beings in influencing these social media platforms’ user experiences.
AI-Powered Tools Drive Revenue Growth
The presence of AI in social channels is not only enhancing consumer engagement but has also brought about a series of benefits for the advertisers too. With AI-driven tools including Advantage+ Shopping and Advantage+ App Campaigns Meta has seen a growth in revenue, which, compared to the previous year, has been more than doubled. This implies that AI provides Meta with an opportunity to improve the ability of ads to target specific audiences, resulting in business growth for the platform.
Meta announced the results of its first-quarter revenue amounting to about $36.45 billion, with a percent growth of 27% more compared to the first-quarter revenue in the previous year. This revenue was more than the Street consensus estimate, which shows strong financial performance by Meta in spite of the changing regulatory landscape and markets. The first quarter’s earnings per share was reported at $4.71, exceeding the Street estimate of $4.33, which strongly indicates the investor’s confidence in the company’s performance.
Enhanced User Controls and Transparency
In accordance with the user empowerment principle, Meta launched new controls last year that allowed Facebook and Instagram users to manage their content preferences on those platforms. These practices were given as a way to increase the transparency rate as well as to make up the deficiency which arise as a result of using AI technology in order to establish the contents facing users which could be selected by them. Furthermore, Meta also gave tags that were visible to the person on Facebook, Instagram, or Threads, which informed the users what they were consuming.
AI-powered content recommendation systems, that allow more than 50% of Instagram posts and 30% of Facebook posts to be automatically recommended by the AI algorithms, is also another important step for Meta Platforms. This demonstrates Meta’s commitment towards realizing the application of tech to champion empathy and enhance interactions online via the use of their products and services.
Another thing that needs to be highlighted is the AI-driven advertising tools that enable such optimization by focusing the ads on target groups and making the delivery far more effective. Meta has reached a new level and evolved in order to keep up with market dynamics, its AI component, however, will continue to play an important part in the development of future social media platforms.
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