Meta CEO Mark Zuckerberg has attributed increased user engagement on Facebook and Instagram during the second quarter to advancements in artificial intelligence, enhancing the platform’s ability to deliver engaging and relevant content to users.
During the Q2 earnings call, Zuckerberg stated, “AI is significantly improving our ability to show people content that they’re going to find interesting and useful.” He further noted that improvements in Meta’s recommendation systems have demonstrably improved the user experience, leading to a 5% increase in time spent on Facebook and a 6% increase on Instagram in the second quarter alone.
Meta reported that over 3.4 billion individuals utilized at least one of its family of apps—Facebook, Instagram, Messenger, or WhatsApp—on a daily basis in June, marking a 6% year-over-year increase. This growth contributed to a total revenue of $47.1 billion for the family of apps, a 22% increase compared to the previous year.
The company also highlighted a 20% year-over-year increase in video watch time, attributing it to optimizations in Meta’s ranking algorithms and efforts to promote original content, particularly on Instagram. Meta’s rival to X (formerly Twitter), Threads, has also experienced gains in user engagement due to the integration of Large Language Models (LLMs).
