How AI Influences What You See on Facebook and Instagram


Every day, billions of people turn to Facebook and Instagram to share their lives, connect with like-minded individuals, and discover content they love. To make each user's experience unique and tailored to their preferences, we rely on AI systems that analyze their choices and determine what content to show them.

In a previous article, I discussed the relationship between you and the algorithms that Meta uses to curate your Facebook and Instagram feeds. I debunked the myth that algorithms render users powerless over the content they see and emphasized the need for transparency and user control. 

Today, we're taking a step further in our commitment to transparency by providing more information about the AI systems that determine content ranking on Facebook and Instagram. These systems ensure that the posts you see are relevant and interesting to you. We're also enhancing the controls that allow you to customize your app experience and conducting tests to improve accessibility. Additionally, we're sharing detailed information with experts to foster better understanding and analysis of our systems.

This commitment to openness, transparency, and accountability extends to the rapid advancements in technologies like generative AI. We understand the excitement and concerns surrounding these technologies, and we believe that the best way to address these concerns is through openness. As these technologies evolve, companies should be more transparent about how their systems work and collaborate openly with industry, government, and civil society to ensure responsible development. It all starts with giving you more insight and control over the content you see.

How AI Predictions Influence Recommendations

Our AI systems predict the value of content to you, allowing us to show it to you sooner. For example, if you share a post, it indicates that you found it interesting, and our systems take this into account. However, no single prediction is perfect, so we use a combination of predictions based on behavior and user feedback to deliver the most relevant content.

To provide more transparency, we've developed system cards that offer insights into how our AI systems work. We're releasing 22 system cards for Facebook and Instagram, providing information on content ranking, predictions, and controls to customize your experience. These cards cover various surfaces, including Feed, Stories, Reels, and recommendations from accounts you don't follow. For a more detailed explanation of AI behind content recommendations, you can visit here.

In addition to the system cards, we're sharing the types of signals and predictive models that inform our content ranking process. These signals represent the majority of those used in Facebook Feed ranking. You can find this information in the Transparency Center, along with their frequency of use.

We also use signals to identify and remove harmful content, as well as reduce the distribution of problematic or low-quality content. While we want to be transparent about our efforts, we must balance disclosure with maintaining the effectiveness of our defenses.

To ensure you have a clear understanding of why you see certain content, we're expanding the “Why Am I Seeing This?” feature in Instagram Reels and Facebook Reels. This
In today's day and age, social media plays an increasingly large part in not only how people connect with others, but also in the way businesses market their products and services. As technology continues to advance, Artificial Intelligence (AI) is playing an ever larger role in driving what users see on social media platforms such as Facebook and Instagram.

AI can be used to study user behaviour and personalize advertisements accordingly. By analysing what people like and comment on, what they follow, and the posts they engage with, AI can suggest content that is tailored to individual users, and proactively target includes to their interests. This helps to keep users engaged and ensure that only content that is relevant to them is shown in their feeds.

Furthermore, AI can be used to determine the best timing for when to post content – depending on when users are most likely to be active. It can also be used to track the performance of ad campaigns, and optimise them for better results.

One benefit of this is that businesses can target potential customers more strategically, resulting in more cost-efficient digital marketing. Another is that users can avoid distractions from ads that are not of interest, and can instead find content that applies to them and their interests.

AI is also being used to detect inappropriate content. By scanning for violence, hate speech, and nudity, AI can flag such content for removal and prevent it from reaching Facebook and Instagram users. This helps maintain a safe environment on these social media platforms.

Overall, AI plays an increasingly important role in what people see on Facebook and Instagram. It helps businesses to target potential customers more effectively, improves the overall user experience, and keeps content safe and secure. As technology continues to advance in the coming years, AI will continue to revolutionize how people and business uses these platforms.



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