Facebook and Instagram users often experience a phenomenon where the content they discuss or show interest in suddenly appears as targeted ads or promoted posts. This is due to the influence of algorithms and artificial intelligence (AI). Meta, the parent company of Facebook, has provided an explanation of how AI impacts the content users see, aiming to dispel the notion that algorithms render people powerless in their content consumption.
In a blog post, Nick Clegg, President of Global Affairs at Meta, shed light on the role of AI in content presentation. He mentioned that AI systems predict the value of content to individual users, allowing them to see it sooner. For instance, if a user shares a post, it is considered an indicator of interest, and this information is factored into the AI systems’ predictions.
By leveraging AI, Meta aims to enhance the user experience by delivering content that aligns with their preferences and interests. While some users may find it uncanny, Meta emphasizes that the goal is to provide a more personalized and engaging platform.
Clegg highlighted that there is no single prediction method to determine what content is valuable to a user. Instead, a combination of various predictions, including behavior-based and user feedback-based predictions collected through surveys, is used to ensure the delivery of relevant content.
Meta acknowledges that each person’s experience with their products is personalized because people have different preferences and these preferences can change over time.
To provide transparency and empower users, Meta has introduced 22 system cards that inform users about how AI systems rank content and the predictions each system makes to determine relevance. These system cards cover different features like Feed, Stories, Reels, and other content discovery surfaces. Additionally, Meta has centralized control centers on Facebook and Instagram where users can customize their content preferences. Users can access these control centers through the three-dot menu on relevant posts and also via the Settings menu.
