Meta, previously known as Facebook, is making significant strides in the realm of artificial intelligence with the development of a revolutionary AI system to power its entire video recommendation engine. Tom Alison, the head of Meta, revealed that the company’s ambitious “technology roadmap that goes to 2026” includes the creation of an AI recommendation model that can cater to both its TikTok-like Reels short video service and longer, more traditional videos. This marks a pivotal shift from the previous approach of using separate models for different products within the Meta ecosystem.
To support its foray into AI, Meta has been investing billions of dollars in Nvidia graphics processing units (GPUs), which have become the go-to choice for AI researchers working on large language models. By transitioning from traditional computer chips to GPUs, Meta aims to enhance the performance of its products by leveraging the power of these advanced hardware components. The switch to GPUs has already shown promising results, with an 8% to 10% increase in Reels watch time on the core Facebook app.
Meta’s AI journey has led to the development of a new model architecture that has the potential to revolutionize the company’s recommendation systems. By creating a single recommendation model that can be applied across multiple products, Meta aims to enhance the overall user experience by providing more engaging and relevant recommendations. The company is currently in “phase 3” of re-architecting its system, with the goal of validating the technology and extending its use to power the entire video ecosystem.
Beyond video recommendations, Meta is exploring the integration of AI into various facets of its platform, including the development of digital assistants and more sophisticated chatting tools. By incorporating generative AI into its core Feed and Groups, Meta envisions a future where users can interact with AI assistants to obtain information or engage in conversations seamlessly. For example, a member of a baking group could ask a question about desserts and receive a prompt response from a digital assistant, enriching the community experience.
As Meta continues to expand its AI capabilities and explore new possibilities for AI integration, the company is poised to transform the way users interact with its platform. By harnessing the power of AI to enhance recommendation systems, facilitate conversations, and provide personalized experiences, Meta is laying the foundation for a more immersive and engaging social media experience. The potential for AI to drive innovation and deepen user engagement is vast, and Meta is at the forefront of this technological revolution.