Meta Boosts AI Transparency, Reveals How Content Ranks on Facebook and Instagram

Meta Boosts AI Transparency, Reveals How Content Ranks on Facebook and Instagram

News by Joanna NodadoJoanna Nodado
Published: June 29, 2023

Meta stands firm in its commitment to transparency by unveiling its new AI systems that will determine the content ranking on its platforms, Facebook and Instagram.

Nick Clegg, president of Global Affairs at Meta, emphasized the company's dedication to transparency, stating, "We believe that the best way to respond to those concerns [about AI technologies] is with openness."

He further added, "Companies should be more open about how their systems work and collaborate openly across industry, government, and civil society to help ensure they are developed responsibly."

One of the key areas Meta aims to shed light on is "how AI predictions influence content recommendations."

Source: Meta

AI systems predict the value of content to individual users, taking into account various factors such as user behavior and feedback received through surveys.

To provide users with a clearer understanding of this process, Meta has released 22 system cards for Facebook and Instagram.

These cards explain how AI systems rank content, highlight the predictions made by each system, and provide information about the available controls for customization.

This covers multiple surfaces within the platforms, including Feed, Stories, Reels, and recommendations from “unconnected content from people or groups they don’t follow”

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In addition to the system cards, Meta is sharing details about the inputs, known as signals, and the predictive models that inform the ranking process on Facebook.

“We [also] use signals to help identify harmful content, which we remove as we become aware of it, as well as to help reduce the distribution of other types of problematic or low-quality content in line with our Content Distribution Guidelines,” the global leader further explained.

While Meta aims to increase transparency, it acknowledges the need to balance disclosure with safeguarding against misuse.

The company is cautious about revealing signals that could potentially be exploited to circumvent content moderation efforts and compromise user safety.

To make information more accessible, Meta is expanding its "Why Am I Seeing This?" feature on both of its platforms.

Source: Meta

Instagram and Facebook users will be able to gain insights into why certain content is recommended to them, as well as understand the activities and inputs that contribute to those recommendations.

Meanwhile, to empower users to personalize their experiences, Meta has also centralized controls on both Facebook and Instagram. “Users can visit the Feed Preferences on Facebook and the Suggested Content Control Center on Instagram to customize the content they see,” the blog post wrote.

These controls enable users to indicate their interests, provide feedback on recommended content, and manage their preferences effectively.

Source: Meta

Meta is also actively working on tools to facilitate research and innovation.

Over the past decade, the company has released over 1,000 AI models, libraries, and data sets to researchers, fostering a collaborative approach to transformative AI technologies.

In the coming weeks, Meta said that it will introduce the Meta Content Library and API, which will provide comprehensive access to publicly-available content across Facebook and Instagram.

Researchers from qualified academic and research institutions will be able to apply for access to these tools, ensuring transparency and compliance with data-sharing regulations.

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