Mark Zuckerberg’s Meta builds AI team to keep users hooked on Instagram and Facebook: Report

Meta, the parent company of Facebook and Instagram, is quietly building a new elite artificial intelligence (AI) team with a very clear goal to make its social platforms more engaging and harder for users to leave. According to a Business Insider report, the social media giant has reorganised part of its AI work and created a new unit called MRS Research specifically focused on improving the algorithms that decide what people see on their feeds.

This means the AI will be used to tailor content so that users spend more time on Facebook and Instagram, and see ads that feel more relevant to them.