Due to growing competition, user criticism after Instagram altered its format, and Apple's privacy restrictions hurting its ad business, to mention a few factors, Meta, the parent company of Facebook, Instagram, and WhatsApp, has had a challenging year. However, as it employs artificial intelligence to analyse data, the corporation might be making a turn for the better.

How is meta using AI, and how is that altering how it functions?


What meta applications has AI benefited?


Although AI is utilised across the entire organization, Meta has prioritised it in two areas over the past year: enhancing the videos that users see in their Facebook and Instagram feeds and utilising AI to produce more precise predictions about the types of advertisements to show to specific users. As a result, Meta is now able to make deeper correlations from their own system data than they were able to before. Over the past few years, the startup has seen AI help meta with this. On Tick Tock Rise Up, their AI and machine learning technology are amazing at recognising what you like and then showing you more of that, which is great for increasing the amount of time a user spends on the platform user spend on it.

Meta had to get to the point where they could after Apple's privacy rules in order to compete with Tick-Tock in generating the type of flywheel where they show you the appropriate types of reels and they learn from you which sorts of reels to keep displaying you going forward. In what ways does Meta use AI in this field? After Apple implemented these privacy changes, Meta was significantly less able to rely on data from sources outside of their apps and services to determine which advertisements to deliver to which users and how effective those advertisements were. The company has therefore used AI as one strategy to make up for that revenue loss and that data signal loss. The company has they risked a lot of cash on it, and they got results. They hope to eventually be able to make up for the majority of the signal loss brought on by Apple by using more AI to draw deeper correlations from the data they already have. In essence, this includes using more technology to better understand their people without really gathering more information about them.

To be clear, the AI that Meta employs is substantially dissimilar from the generative AI that Chat GPT employs and that has recently been the subject of much discussion. In this instance, Meta is essentially required to enhance its current systems because AI can take many different forms. We are aware of this because internal corporate documents have been put online and because town hall meetings have been reported.

That is artificial intelligence, but as you may be aware, it differs from the AI that is currently in vogue. In the metaverse, which we have previously mentioned on the program, they have also been experiencing issues. Despite CEO Mark Zuckerberg's declarations that they would be a metaverse-first firm, the company was not performing well when we last checked in terms of the metaverse. They turned Horizon into the centrepiece of their metaverse drive as a result.