Meta said that AI has significantly contributed to increasing user time spent on its apps in the second quarter of 2025, despite the wave of criticism of AI waste content spreading on social media.
AI is significantly improving the ability to display content that users find interesting and useful, CEO Mark Zuckerberg affirmed in an interview with investors after releasing his Q2 financial report.
He said that the upgraded recommendation systems have helped Facebook usage increase by 5% and Instagram increase by 6% in this quarter alone.
As of June, more than 3.4 billion users used at least one of the Meta ecosystem applications such as Facebook, Instagram, Messenger or WhatsApp per day, up 6% over the same period last year.
This figure contributes to bringing total revenue from the application group to 47.1 billion USD, up 22% over the previous year.
Meta also recorded a 20% increase in video views in the second quarter, thanks to improved content ranking algorithms and promoted original videos on Instagram.
Threads - a competitor to X (formerly Twitter) also recorded an increase in usage time, thanks to the integration of large language models (LLMs).
