Meta has unveiled new plans for its platforms. While Mark Zuckerberg announced that significantly more AI-generated content will appear on Facebook and Instagram in the future, CFO Susan Li is focusing on more advertising in Threads – including video ads. This demonstrates how heavily Meta is relying on artificial intelligence and monetization to further develop its apps.
Meta, the company behind Facebook, Instagram, WhatsApp, and Threads, is once again changing its strategy. After years in which personal posts and creator content dominated the social network, the company now wants to integrate artificial intelligence more deeply. At the same time, Threads, Meta's newest app, is increasingly being developed into an advertising platform. The latest statements from the earnings call provide a clear insight into the company's future direction.
The third phase of social media
Mark Zuckerberg explained during the presentation of the financial results that Meta is entering a new phase of social media. The first phase consisted of content from friends, family, and well-known accounts. This was followed by the second phase, dominated by creator content. Now, according to Zuckerberg, the third phase is beginning – with AI-generated content as a central component.
He announced that Meta will be adding a "huge corpus" of new content to its recommendation system. This content will be created or reworked using artificial intelligence. Specifically, this means that significantly more posts generated or remixed by AI will appear in Facebook and Instagram feeds in the future. The goal is to fill feeds with fresh, diverse material and increase user engagement.
Zuckerberg emphasized that these AI features are intended to enhance the existing recommendation system. This should increase the quality and relevance of the displayed content, regardless of whether it comes from real users or AI-powered tools.
AI as a new growth engine for meta
Meta has been investing heavily in the development of its own AI technologies for years. The systems behind Facebook, Instagram, and Threads already use machine learning to recommend content, place ads, and filter spam. Now the company is taking it a step further: AI will not only sort and recommend, but also generate content itself.
This approach is part of the long-term product strategy. Meta wants to offer more content without relying solely on human creators. AI is intended to help cover more topics, pick up on new trends more quickly, and keep users on the platforms longer. At the same time, this strengthens the company's competitive position with other social networks that are also using AI tools.
Advertising in Threads: From Tests to Global Rollout
While Zuckerberg focuses on AI content, Meta's CFO Susan Li spoke about Threads – the app that launched as a text-based alternative to X (formerly Twitter). According to Li, ads are now running in Threads feeds worldwide.
The company launched initial tests in around 30 countries at the beginning of the year. This phase is now considered successful, which is why Meta is now implementing the global rollout. Furthermore, the advertising offering will be expanded to include Threads. Li confirmed that video ads will also be available soon.
Meta is thus following its proven "monetization playbook." This approach involves first fostering user growth and then gradually integrating advertising formats. The goal is to optimize ad performance and develop Threads into a profitable platform in the long term.
Consequences for users, creators and brands
The announced changes will have a noticeable impact. Feeds on Instagram and Facebook will be significantly altered by AI-generated content. The variety of posts will increase, but it will become more difficult to distinguish which content actually comes from humans. This could pose a challenge for creators, as they will face greater competition from automated content in the future.
For brands and advertisers, however, new opportunities are opening up. AI-powered content and additional ad placements in threads allow Meta to target audiences even more precisely. Video ads, in particular, should be of interest to companies looking to expand their reach among younger demographics.
More AI, more advertising: Meta's course towards the next platform generation
Meta is in the midst of restructuring its platforms. Artificial intelligence is becoming the core of the feed on Facebook and Instagram, while Threads is evolving into a global advertising platform. Zuckerberg sees AI as the next stage in the evolution of social media, where machine-generated content will become the norm. Susan Li, meanwhile, is focusing on new revenue streams through expanded advertising options.
The direction is clear: Meta wants to make its platforms smarter, more profitable, and future-proof. AI and advertising are the central pillars of this strategy. The company is not only redesigning its own products but also the way social media will function in the future. (Image: Shutterstock / Ascannio)
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