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Meta Platforms:Quarterly Results/2025 Q2: Difference between revisions
→Artificial Intelligence
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==== Core AI impact on core business ==== | ==== Core AI impact on core business ==== | ||
* Zuckerberg said the strong performance this quarter was mainly due to AI. "On advertising, the strong performance this quarter is largely thanks to AI unlocking greater efficiency and gains across our ads system." | * '''Zuckerberg said the strong performance this quarter was mainly due to AI.''' "On advertising, the strong performance this quarter is largely thanks to AI unlocking greater efficiency and gains across our ads system." | ||
* Zuckerberg said they expanded their "new AI-powered recommendation model for ads to new surfaces and improved its performance by using more signals and a longer context." This led to 5% increased in ad conversions in Instagram and 3% on Facebook. | * Zuckerberg said they expanded their "new AI-powered recommendation model for ads to new surfaces and improved its performance by using more signals and a longer context." This led to 5% increased in ad conversions in Instagram and 3% on Facebook. | ||
* Zuckerberg said they are seeing good progress with AI for ad creative, with a meaningful percent of ad revenue coming from campaigns using Generative AI tools. | * Zuckerberg said they are seeing good progress with AI for ad creative, with a meaningful percent of ad revenue coming from campaigns using Generative AI tools. | ||
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* Incorporation of LLMs on Threads recommendation system is now driving a meaningful share of time spent on Threads. | * Incorporation of LLMs on Threads recommendation system is now driving a meaningful share of time spent on Threads. | ||
* They are exploring how they can incorporate LLMs on other apps. | * They are exploring how they can incorporate LLMs on other apps. | ||
* Enhancements made to Andromeda model in Q2 drove around 4% increase in conversions on Facebook mobile Feed and Reels. | * '''Enhancements made to Andromeda model in Q2 drove around 4% increase in conversions on Facebook mobile Feed and Reels.''' | ||
* Enhancements made to GEM increased ad conversions by around 5% on Instagram and 3% on Facebook Feed and Reels in Q2. | * '''Enhancements made to GEM increased ad conversions by around 5% on Instagram and 3% on Facebook Feed and Reels in Q2.''' | ||
* They began deploying Lattice to earlier stage ads ranking models in April and this led to a 4% increase in ad conversions on Facebook Feed and Reels in Q2. | * '''They began deploying Lattice to earlier stage ads ranking models in April and this led to a 4% increase in ad conversions on Facebook Feed and Reels in Q2.''' | ||
* Around 2 million Advantage+ advertisers are now using video generation features - Image Animation and Video Expansion. | * Around 2 million Advantage+ advertisers are now using video generation features - Image Animation and Video Expansion. | ||
* Zuckerberg said Meta teams are starting to use Llama 4 to build autonomous AI agents that will help to improve Facebook Algorithm to increase quality and engagement (Q&A). It's still a small step but the trajectory is optimistic. | * Zuckerberg said Meta teams are starting to use Llama 4 to build autonomous AI agents that will help to improve Facebook Algorithm to increase quality and engagement (Q&A). It's still a small step but the trajectory is optimistic. | ||