Meta CEO Mark Zuckerberg highlighted the role of AI in boosting user engagement across the company’s apps during the second quarter. Despite growing consumer concerns about the rise of low-quality AI-generated content, Meta claims its AI systems are becoming more effective at connecting users with relevant and engaging material.
Zuckerberg explained to investors that AI has significantly enhanced the platform’s ability to recommend content users find interesting and useful. Advances in recommendation systems contributed to a 5% increase in time spent on Facebook and a 6% rise on Instagram during the quarter.
In June, Meta reported that over 3.4 billion people used at least one of its apps—Facebook, Instagram, Messenger, or WhatsApp—daily. This represents a 6% year-over-year increase and helped drive total revenue for the family of apps to $47.1 billion, up 22% compared to the previous year.
The company also noted a 20% year-over-year growth in video watch time, attributing this to improvements in Meta’s ranking systems and efforts to promote more original content on Instagram. Additionally, Threads, Meta’s competitor to X, saw increased user engagement due to the integration of large language models.