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2025 was the year we saw AI advance across every facet of Meta\u2019s offerings. We expect 2026 to be a year where this intensifies even further on several fronts and unlocks the ability to build completely new products and transform how we work.<\/span><\/p>\n For people, we expect this to mean more personalized, fun ways to spend time on our apps. And for businesses, we\u2019ll continue building tools that drive results. Here\u2019s a look at how AI is driving value for the people and businesses that use our apps, and in turn fueling our business.\u00a0\u00a0<\/span><\/p>\n On Facebook, our feed and video ranking improvements in Q4 2025 delivered a 7% lift in views of organic feed and video posts, with video time spent growing double-digits year-over-year in the US.\u00a0<\/span><\/p>\n We\u2019re also making recommendations more timely and original. Facebook is now surfacing over 25% more same-day Reels compared to Q3 2025, and on Instagram we increased the prevalence of original content in the US by 10 percentage points in Q4, with 75% of recommendations now coming from original posts. Threads is benefiting too, with Q4 optimizations driving a 20% lift in time spent.<\/span><\/p>\n And we\u2019re excited about what\u2019s next: AI dubbing is available in nine languages, with hundreds of millions watching AI-translated videos every day, already adding incremental time spent on Instagram. And we plan to launch support for more languages over the course of this year. Creation is accelerating as well \u2014 nearly 10% of daily Reels views now come from content made in <\/span>Edits<\/span><\/a>. Within Meta AI, daily actives generating media tripled year-over-year in Q4 2025.\u00a0<\/span><\/p>\n We\u2019re all-in on using AI to make it easier for businesses to launch and improve their ad campaigns. In Q4 last year, we began testing a <\/span>Meta AI business assistant<\/span><\/a> with advertisers to help with things like optimization and account support \u2014 and we\u2019ll expand it in the coming months so more businesses can chat with an assistant that remembers their goals and offers personalized performance recommendations.<\/span><\/p>\n AI is also powering stronger ad creative. In Q4 2025, the combined revenue run-rate of our video generation tools hit $10 billion, with quarter-over-quarter growth nearly three times faster than overall ads revenue.<\/span><\/p>\n And our incremental attribution feature is gaining real momentum \u2014 our latest Q4 model rollout drove a 24% increase in incremental conversions compared to our standard attribution model, and the product reached a multi-billion-dollar annual run-rate just seven months after launch.<\/span><\/p>\n With our ads system, we\u2019re scaling the size and complexity of our AI models to better select ads that best resonate with different audiences.<\/span><\/p>\n In Q4 2025, we doubled the GPUs used to train our latest ads ranking model, <\/span>Generative Ads Recommendation Model<\/span><\/a> (GEM), making it smarter and faster by giving it twice the computing power.\u00a0 This helps our systems better understand what people naturally engage with on Facebook and Instagram to determine which ads to show them. We also adopted a new, more efficient sequence-learning architecture, which is a system designed to understand and learn from information that comes in a specific order, like words in a sentence or steps in a process. This lets us use longer user behavior sequences and incorporate additional organic engagement data on Instagram. Together, these improvements drove a 3.5% lift in ad clicks on Facebook and more than a 1% gain in conversions on Instagram in Q4 2025.<\/span><\/p>\nStronger Engagement Across Our Family of Apps<\/h2>\n
AI Momentum in Ads: Easier Setup, Better Creative, Stronger Performance<\/h2>\n
Next-Gen Ads Ranking<\/h2>\n