Facebook is planning to get into the business of solving the biggest hit of the year, TikTok, by showing what AI (artificial intelligence) can do. Facebook informed that it will implement machine learning’s AI-powered suggesting system serving in its Reels feature which is similar to the TikTok’s short-form video format.
This is, therefore a big step forward on the Facebook video timeline. It used to employ many different recommendation models for the Reels, Groups, and main feed instead of one model. Nevertheless, very pleased with the gains on Reels using the AI technology to get a jumpstart of 8 to 10% in watch time, Facebook now looks to make its AI engine central for the whole video platform.
The new AI engine adds up to the future of communication, and it takes the services a notch higher with a more streamlined and engaging experience for users. The aim is achieved by analyzing users’ data appropriately and referred videos should be more relevant and more attractive. Such a result could generate higher user engagement and happiness which may be further of Facebook closing in on TikTok’s level of sticking power.
By using AI to improve voice search and virtual assistants, this strategy fully corresponded to Meta’s long-term plan of introducing this technology into all its products. AI is grabbing an ascendant position in the technology world, leveraging the example of OpenAI’s ChatGPT which recently seemed to be bigger than it had ever been before. This determination is further emphasized by their humongous commitment to assembling the massive graphics processing units (GPUs) that are responsible for both training as well as operating these AI models.
While it can be too premature to make final verdicts about the upcoming of this strategy, Facebook’s decision to expand its AI repertoire implies its persistence in trying to restore the position it lost in the area of short-form videos and to make the users more involved with the improving video experience.
