Meta Platforms Inc. is betting that artificial intelligence will fundamentally change what people see on Instagram, with CEO Mark Zuckerberg outlining a vision during Meta’s second quarter earnings call where AI-generated content becomes a third major source of content on the platform, alongside posts from friends and creators. Zuckerberg said there are already two large sets of content to draw from—friends and creators—but now there is going to be a whole new and nearly infinite universe of personalized content. He said Meta’s newly launched Muse Image and Muse Video models will power that shift by generating highly personalized content. Meta said large language models are improving recommendation systems, and on Instagram, global time spent grew at a double-digit rate during the quarter. Chief financial officer Susan Li revealed that every public Reels and Feed post on Instagram is now automatically processed through a large language model. The company rolled out its largest-ever Reels ranking upgrade, which drove a 15-basis-point increase in Instagram sessions. More than half of all recommended content in Instagram Feed is now less than one day old—more than double the level seen a year ago. Zuckerberg said AI is already improving ad targeting, creative tools and business performance.