During Meta’s earnings call for 2025’s third quarter (Q3FY25), Chief Executive Officer (CEO) Mark Zuckerberg revealed the multiple ways in which the tech giant is leveraging artificial intelligence (AI) across its verticals, and how the technology is driving engagement and revenue upwards.
Notably, Zuckerberg remarked that AI-slop could be the third stage of the internet era after the user-driven and creator-driven content waves.
“First was when all content was from friends, family, and accounts that you followed directly. The second was when we added all the creator content. Now, as AI makes it easier to create and remix content, we’re going to add yet another huge corpus of content on top of those,” he remarked.
For context, Meta launched Vibes within the Meta AI chatbot app, which enables the users to create, remix, and share short-form AI-generated videos: highlighting the popular short-videos trend, which is happening across all major social media platforms.
Meta claims that nearly 40% of the global population currently uses at least one app every day, saying that Instagram has 3 billion monthly active users and Threads, the recent addition to Meta’s portfolio of social media apps, has passed 150 million daily active users.
AI Recommendations Driving Engagement and Revenue
Meta revealed how the AI-driven recommendation system across its social media platforms is impacting engagement rates.
Zuckerberg said that the AI recommendation system resulted in 5% and 10% more time spent on Facebook and Threads respectively in Q3FY25. Meanwhile, the watch time for video content, like reels on Instagram is much higher, standing at more than 30% since last year. As such, Zuckerberg remarked that Reels content has become very profitable for them. “As video continues to grow across our apps, Reels now has an annual run rate of over $50 billion,” he said.
Apart from the content recommendation systems, Meta is leveraging AI-enabled tools for delivering business services, including advertisements, as well. For context, Zuckerberg said that advertisers are spending over $60 billion per year using their end-to-end, fully AI-driven advertising systems.
Elsewhere, Zuckerberg divulged that people have more than one billion active threads with business accounts across Meta’s messaging platforms. Notably, he said that Meta’s Business AI service will enable “tens of millions of businesses” to scale these conversations and improve sales at low cost.
Furthermore, Zuckerberg said that Meta’s consumer-facing Meta AI chatbot has “more than a billion” monthly active users. Importantly, he said that the tech giant is building a new unified AI system, which will combine the three major AI systems that run Facebook, Instagram, and ads recommendations.
AI Powering Adverts for Content Creation
During the earnings call, Meta revealed how they are leveraging AI-based tools to encourage people to…
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