Facebook’s parent company Meta is integrating artificial intelligence into its video recommendation system, potentially making Reels and other video features even more addictive. According to reports, Meta has already implemented a new AI-powered recommendation algorithm for Reels, its short-form video platform designed to compete with TikTok.
The initial test run of the AI-driven recommendation engine on Reels resulted in an approximately 8 to 10 percent increase in watch time, according to Tom Alison, Head of Facebook. Encouraged by these positive results, Meta plans to roll out the same AI-powered recommendation system across all sections of Facebook featuring videos, including the main Facebook feed and Groups.
Alison revealed that this move is part of a broader “technology roadmap” that Meta aims to implement through 2026. The company’s goal is to unify its video recommendation engines, which were previously separate for Reels, Groups, and the main Facebook feed, into a single AI-powered model.
