Meta has made a significant investment in artificial intelligence, which involves developing a system to fuel Facebook's video recommendation engine on all of its platforms.

Up until now, Meta had a different model for every one of its products. The new model can power both longer, conventional videos for Facebook feed and shorter videos for Reels. 

“Instead of just powering Reels, we’re working on a project to power our entire video ecosystem with this single model, and then we can add our Feed recommendation product to also be served by this model,” Tom Alison, head of Facebook. 

Alison explained how it would function if it is effective: “If you see something that you’re into in Reels, and then you go back to the Feed, we can kind of show you more similar content.”

In a video released earlier this year, Zuckerberg stated that the company is spending billions of dollars to acquire hundreds of thousands of expensive NVIDIA GPUs used to train and power AI models.

"AI will be our biggest investment area in 2024, both in engineering and computer resources," Mark Zuckerberg. 

The company’s battle with TikTok may not last for too long, at least in the US – as the House of Representatives passed legislation that could ban the app from the country.