Meta is revamping how Facebook recommends videos across Reels, Groups, and the main Facebook Feed, by using AI to power its video recommendation algorithm, Facebook head Tom Alison revealed on Wednesday. The world’s largest social network has already switched Reels, its TikTok competitor, to the new engine, and plans to use it in all places within Facebook that show video — the main Facebook feed and Groups — as part of a “technology roadmap” through 2026, Alison said at a Morgan Stanley tech conference in San Francisco.
Meta has made competing with TikTok a top priority ever since the app, which serves up vertical video clips and is known for its powerful recommendation engine that seems to know exactly what will keep users hooked, started exploding in popularity in the US in the last few years. When Facebook tested the new AI-powered recommendation engine with Reels, watch time went up by roughly 8 to 10 percent, Alison revealed. “So what that told us was this new model architecture is learning from the data much more efficiently than the previous generation,” Alison said. “So that was like a good sign that says, OK, we’re on the right track.”
So far, Facebook used different video recommendation engines for Reels, Groups, and the Facebook feed. But after seeing success with Reels, the company plans to use the same AI-powered engine across all 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 can we add our Feed recommendation product to also be served by this model,” Alison said. “If we get this right, not only will the recommendations be kind of more engaging and more relevant, but we think the responsiveness of them can improve as well.”
The move is a part of Meta’s strategy to infuse AI into all its products after the technology exploded with the launch of OpenAI’s ChatGPT at the end of 2022. The company is spending billions of dollars to buy up hundreds of thousands of pricey NVIDIA GPUs used to train and power AI models, Zuckerberg said in a video earlier this year.
Trending Products
![Cooler Master MasterBox Q300L Micro-ATX Tower with Magnetic Design Dust Filter, Transparent Acrylic Side Panel, Adjustable I/O & Fully Ventilated Airflow, Black (MCB-Q300L-KANN-S00)](https://m.media-amazon.com/images/I/51WfytAtGCL._SS300_.jpg)
Cooler Master MasterBox Q300L Micro-ATX Tower with Magnetic Design Dust Filter, Transparent Acrylic Side Panel, Adjustable I/O & Fully Ventilated Airflow, Black (MCB-Q300L-KANN-S00)
![ASUS TUF Gaming GT301 ZAKU II Edition ATX mid-Tower Compact case with Tempered Glass Side Panel, Honeycomb Front Panel, 120mm Aura Addressable RGB Fan, Headphone Hanger,360mm Radiator, Gundam Edition](https://m.media-amazon.com/images/I/41JUuW8Yc5S._SS300_.jpg)
ASUS TUF Gaming GT301 ZAKU II Edition ATX mid-Tower Compact case with Tempered Glass Side Panel, Honeycomb Front Panel, 120mm Aura Addressable RGB Fan, Headphone Hanger,360mm Radiator, Gundam Edition
![ASUS TUF Gaming GT501 Mid-Tower Computer Case for up to EATX Motherboards with USB 3.0 Front Panel Cases GT501/GRY/WITH Handle](https://m.media-amazon.com/images/I/41j9qzlOi2L._SS300_.jpg)
ASUS TUF Gaming GT501 Mid-Tower Computer Case for up to EATX Motherboards with USB 3.0 Front Panel Cases GT501/GRY/WITH Handle
![be quiet! Pure Base 500DX ATX Mid Tower PC case | ARGB | 3 Pre-Installed Pure Wings 2 Fans | Tempered Glass Window | Black | BGW37](https://m.media-amazon.com/images/I/41xW6xrbicL._SS300_.jpg)
be quiet! Pure Base 500DX ATX Mid Tower PC case | ARGB | 3 Pre-Installed Pure Wings 2 Fans | Tempered Glass Window | Black | BGW37
![ASUS ROG Strix Helios GX601 White Edition RGB Mid-Tower Computer Case for ATX/EATX Motherboards with tempered glass, aluminum frame, GPU braces, 420mm radiator support and Aura Sync](https://m.media-amazon.com/images/I/41T-2v3IuML._SS300_.jpg)
ASUS ROG Strix Helios GX601 White Edition RGB Mid-Tower Computer Case for ATX/EATX Motherboards with tempered glass, aluminum frame, GPU braces, 420mm radiator support and Aura Sync
![Bgears b-Voguish Gaming PC Case with Tempered Glass panels, USB3.0, Support E-ATX, ATX, mATX, ITX. (Fans are sold separately)](https://m.media-amazon.com/images/I/41p2u3NJN6L._SS300_.jpg)