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Home / All  / Tech  / Meta Tests AI Features, Extends Reels Ads to Instagram

Social media giant Meta (formerly Facebook) is testing new artificial intelligence (AI) features and expanding ads to Instagram Reels, shaping the future of its platforms. Users scrolling through Reels on Instagram lately may have noticed subtle but impactful changes happening behind the scenes.

Meta’s AI Developments

The company is experimenting with AI-generated captions for Instagram Reels. Currently being tested with a small percentage of users, this feature uses machine learning to add automated captions to Reels, summarizing the audio in short snippets of text overlaying the videos.

The goal is to increase accessibility for those with hearing impairments and also potentially enable easier video creation. However, early tests have shown the captions are not always fully accurate, and there are concerns about appropriately capturing more sensitive content.

Meta’s AI Developments

The company is experimenting with AI-generated captions for Instagram Reels. Currently being tested with a small percentage of users, this feature uses machine learning to add automated captions to Reels, summarizing the audio in short snippets of text overlaying the videos.

The goal is to increase accessibility for those with hearing impairments and also potentially enable easier video creation. However, early tests have shown the captions are not always fully accurate, and there are concerns about appropriately capturing more sensitive content.

Expanding Reels Ads

In the company’s latest move to further monetize its offerings, Meta is also extending Reels ads access to all advertisers. Previously Reels ads were only available to selected brands as part of initial testing. This format allows companies to promote products and services directly within the highly popular Reels video feed.

For Meta, Reels ads represent a crucial opportunity to generate more revenue from ecommerce and offset recent declines in income. For users, it means seeing more sponsored shorts from brands in-between organic content.

Implications for Users

These updates aim to enhance the user experience, but may come with notable downsides. The influx of more data from Reels captions and ads could improve content recommendations. However, it raises questions around privacy and data usage, especially relating to ad targeting.

Users may appreciate some of the convenience and personalization enabled by AI, but grow tired of seeing more promotional posts disrupting their feed, especially if they feel increasingly surveilled by the company to boost profits. Nonetheless, Meta will forge ahead with these measures in an effort to compete with TikTok and revive sluggish growth.

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