Meta is preparing to increase the amount of computer generated content in its core social platforms, with chief executive Mark Zuckerberg outlining a strategy that centers on artificial intelligence driven creation and recommendations. During an earnings call, Zuckerberg described artificial intelligence as the force behind the next major shift in what users see on Instagram and Facebook, framing it as an evolution in how social feeds work.
He said that “improvements in our recommendation systems will also become even more leveraged as the volume of AI-created content grows,” and positioned the current moment as the beginning of a new phase. Zuckerberg argued that social media has already passed through two distinct eras, first when “all content was from friends, family, and accounts that you followed directly,” and then when “we added all the creator content.” He added that “now, as AI makes it easier to create and remix content, we’re going to add yet another huge corpus of content on top of those,” and that recommendation systems that can understand and surface this mix to match user goals “are going to be increasingly valuable.”
Zuckerberg also highlighted Meta’s artificial intelligence focused social product Vibes as evidence of this direction. He said, “this quarter we also launched Vibes, which is the next generation of our AI creation tools and content experiences,” and noted that “retention is looking good so far and its usage keeps growing quickly week over week,” while saying he is “looking forward to ramping up the growth of Vibes over the coming months.” He characterized Vibes as “an example of a new content type enabled by AI” and suggested that “there are more opportunities to build many more novel types of content ahead as well.” The article contrasts Zuckerberg’s enthusiasm with Mashable’s own review of Vibes, which described it as an “infinite slop machine” that produces an endless stream of glossy distraction, implying that users should expect more of that style of artificial intelligence generated content across Meta’s apps.
