Meta CEO Mark Zuckerberg announced that Meta will “add yet another huge corpus of content” to Facebook, Instagram, and Threads as AI makes it easier for people to create and remix media.
Meta’s strategy is now evolving around recommendation systems that use AI to curate and show relevant content in your feeds, including AI-generated posts. This marks the third phase of social media, following earlier stages dominated first by posts from friends and followed by pages, and later by creator content. He didn’t call this a third era, but it’s clear AI is taking over here.
AI content takes over your feed
The Verge reports Zuckerberg said recommendation systems that “deeply understand” AI-generated content and show you what you want will become “increasingly valuable.” This is why Meta plans to rely more on algorithms that learn what users like and push AI-made posts. This isn’t new, as the company already uses AI for recommendations, and it also aligns with Zuck’s take on AI as a companion.
Interestingly, these statements follow reports of a potential alliance between Mark Zuckerberg and Elon Musk in a financing deal for a bid to acquire OpenAI. For years, they have both openly criticized OpenAI.
Zuckerberg told investors that the company is increasing its budget for data centers and computing power. “The right thing to do is to accelerate this,” he said. “We need the compute for AI research and for all the new things we’re building.” Meta has already invested billions into training models, hiring top AI engineers, and improving its infrastructure.
Billions invested into AI
Meta CFO Susan Li said users have already created more than 20 billion images in the company’s new Vibes app, which delivers a nonstop stream of AI-generated videos, similar to OpenAI’s Sora. Zuckerberg called the Vibes app a glimpse of what’s coming next. “I think that Vibes is an example of a new content type enabled by AI, and I think that there are more opportunities to build many more novel types of content ahead,” he said. In other words, Vibes is Meta’s test case for a faster, more automated kind of social feed.
In addition to this, Meta reports $51.24 billion in revenue for the quarter, up 26 percent from a year ago, though it recorded a $15.93 billion tax charge linked to President Donald Trump’s Big Beautiful Bill. The revenue tells us why the company is investing so heavily in AI-driven products. It wants to keep users engaged longer and grow new AI content into your feeds.
There are also concerns that more AI content will mean more confusion about what’s real and what’s generated. Meta has said it will label “AI-generated” and edited media, but many users doubt those tags will be clear or consistent after the updates.
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