During Meta’s Q3 2025 earnings call, CEO Mark Zuckerberg announced plans to integrate more AI-generated content into user feeds on Facebook and Instagram. The initiative aims to enhance engagement by prioritizing synthetic videos, images, and text through the new Vibes app.
Zuckerberg described this development as the “third era” of social media. The first era centered on content shared by friends and family, establishing personal connections. The second era shifted focus to content from creators, expanding professional and entertainment offerings. In this third era, AI-generated content takes precedence, with algorithms designed to promote synthetic material deemed more engaging to users.
Meta introduced the Vibes app to facilitate this change. The app enables users to create AI-generated content directly, including videos, images, and text. Once produced, this content integrates seamlessly across Meta’s platforms, such as Facebook and Instagram, allowing for broader sharing and visibility in feeds.
The company reported a 26% revenue increase for the quarter, reaching $51.24 billion. This growth stems in part from AI enhancements in its core advertising business. AI tools optimize ad placements and targeting, contributing to higher efficiency and returns for advertisers on the platforms.
Tech founders and executives have responded with mixed reactions to Meta’s strategy. Some have criticized the heavy emphasis on AI-generated content, questioning its impact on authenticity and user trust. Others acknowledge the potential for innovation in content creation and platform dynamics.
Meta continues to invest substantially in AI technologies to drive this evolution. The approach positions AI-generated elements as the primary content type in social media interactions, altering the balance from human-produced posts to algorithmically favored synthetic outputs.
