If you can’t seem to get off your Instagram scroll, it is not an accident.<\/p>\n
During Meta’s second-quarter earnings<\/a> call on Wednesday, CEO Mark Zuckerberg said that global time spent on Instagram grew by double digits year over year this quarter, “largely driven by improvements to our feed and Reels recommendations.”<\/p>\n “Our recommendations are also becoming more personalized, surfacing more fresh content<\/a> while giving people more direct control over what they see,” Zuckerberg said, adding that Instagram reels combined “faster inference with a new architecture that draws on deeper user history to improve predictions.”<\/p>\n “This drove a 15 basis point increase in sessions on Instagram, with particular strength in reshares and time spent, which are both strong indicators of better content-to-user matching,” Zuckerberg added.<\/p>\n According to Zuckerberg, recommendations are trained through automatically feeding every public Reel and post on Instagram to an LLM and analyzing them for topics and tone, which he called “a key building block toward greater personalization.”<\/p>\n “And we’re working towards including more surfaces on Facebook as well,” Zuckerberg said.<\/p>\n Zuckerberg’s comments came weeks after the company launched Muse Image<\/a> in early July, which lets users create AI-generated images from photos on public Instagram accounts of people over 18. By default, eligible public accounts were included without prior notice, triggering a privacy backlash that led to the generation function being shut down in less than a week.<\/p>\n