Meta CEO Mark Zuckerberg says artificial intelligence is playing a major role in increasing user engagement across the company’s platforms. During Meta’s Q2 2025 earnings call, Zuckerberg credited advancements in AI recommendation systems for a significant rise in time spent on Facebook and Instagram, despite growing criticism of “AI slop,” or the spread of low-quality AI-generated content.
“AI is significantly improving our ability to show people content they’re going to find interesting and useful,” Zuckerberg told investors.
“Our improved recommendation systems have led to a 5% increase in time spent on Facebook and a 6% increase on Instagram this quarter alone.”
Meta reported that over 3.4 billion people used one of its family of apps, which includes Facebook, Instagram, WhatsApp, and Messenger, on a daily basis in June 2025, a 6% increase year-over-year. This growing engagement helped push the company’s total family of apps revenue to $47.1 billion, up 22% compared to the same period last year.
In addition, video watch time across Meta’s platforms rose 20% year-over-year, thanks to AI-powered content ranking improvements and a strategic push for original content on Instagram.
Meta’s Threads app, a direct competitor to X (formerly Twitter), is also seeing increased time spent, which the company attributes to the integration of large language models (LLMs) into the experience.
