• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
Tech

Facebook reveals A.I. that is already improving Instagram video recommendations

Jeremy Kahn
By
Jeremy Kahn
Jeremy Kahn
Editor, AI
Down Arrow Button Icon
Jeremy Kahn
By
Jeremy Kahn
Jeremy Kahn
Editor, AI
Down Arrow Button Icon
March 12, 2021, 12:00 PM ET

Subscribe to Eye on A.I. for expert weekly analysis on the intersection of artificial intelligence and industry, delivered free to your inbox.

Facebook unveiled an ambitious project to create an artificial intelligence system that can understand videos on Friday.

Initial progress on the technology has already improved video recommendations on Instagram, Facebook said. Applying the latest breakthroughs to the app’s Reels, the short videos users can upload and share, made suggestions about what users watch next more relevant.

The project showed a 20% reduction in errors when recognizing the speech in videos, Facebook said. In the future, the company could adapt the technology to automate video captioning and flagging policy violations involving hate speech and incitements to violence, it said in a blog post announcing the effort.

Facebook said the new methods would evemtually make it easier for users to search for and organize content. An example feature could enable someone to find a specific past video by asking Facebook to “show me every time we sang to Grandma.”

Putting brains in computers

The A.I. technology behind the project uses a large neural network, a kind of machine learning software loosely modeled on the human brain. The system teaches itself through a process called self-supervised learning.

The method involves training the A.I. by having it ingest large amounts of unlabeled or unstructured data and asking it to cluster that data into distinct groups by comparing and contrasting its intrinsic properties. This is different from the method that is often used to train A.I. systems, particularly for commercial applications, where a large pool of human-annotated examples are needed to teach a system to make a decision.

Facebook has in recent weeks made a series of announcements about its progress using self-supervised learning. Last week, it debuted a system called SEER (short for SElf-supERvised) that took in more than 1 billion variables and was trained on more than 400 million publicly available Instagram accounts. The technology performed tasks such as object recognition and image classification better than any previous self-supervised A.I. systems, Facebook said.

SEER demonstrated other advantages too. With a little additional training on a relatively small set of labeled data, the A.I. was able to outperform systems that had been specifically trained for those tasks with much larger sets of human-labeled data.

The future is so bright you’ll need shades

The Learning From Video project is even more ambitious since it involves moving images, instead of still ones.

Adding to the complexity, the system must incorporate audio information alongside all the extra visual data. The A.I.’s ability to find similarities in audio proved particularly useful in improving which Reels videos to recommend to Instagram users, Facebook said.

The next step will pose a greater challenge. As Facebook seeks to build a system capable of surfacing digital “memories” based on users’ short text queries, it will have to grapple with inconsistencies between the text description of the scene the user is looking for and the audio found in the video segment. To overcome the hurdle, the system will have to use other information, such as text found on the Internet, to learn what text descriptions might be associated with a set of images and sounds, and then match its findings accordingly.

“This work will allow us to move away from A.I. that requires people to look at and label videos by hand,” Facebook said in its blog post. That sort of automatic categorization of video will be crucial in a not-too-distant future when augmented reality glasses enable consumers to capture exponentially more video than they do even now with smartphones, the company said.

Eventually, people will expect A.I. systems to serve as a kind of extension of their actual memory, Facebook said. They will expect these tools to be able to quickly pull up and play back the past on request.

Of course, it’s no coincidence that Facebook is placing a huge bet on the future of augmented reality. The company has plans for new augmented reality glasses that it is working on in conjunction with glasses company Ray-Ban.

More must-read tech coverage from Fortune:

  • Fitbit’s first product since being acquired by Google is just for kids
  • How Clubhouse is engaging with Native American communities
  • One year later: 15 ways life has changed since the onset of the COVID pandemic
  • Commentary: Disinformation attacks are spreading. 4 keys to protecting your company
  • T-Mobile wants to share your data with advertisers. Here’s how to opt out

About the Author
Jeremy Kahn
By Jeremy KahnEditor, AI
LinkedIn iconTwitter icon

Jeremy Kahn is the AI editor at Fortune, spearheading the publication's coverage of artificial intelligence. He also co-authors Eye on AI, Fortune’s flagship AI newsletter.

See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

home for sale
AIChatGPT
A man let ChatGPT sell his home. It beat every agent’s estimate by $100K—and closed in 5 days
By Jake AngeloMarch 21, 2026
11 minutes ago
LawElon Musk
Musk misled Twitter investors before 2022 buyout, jury says
By Isaiah Poritz, Jef Feeley and BloombergMarch 20, 2026
8 hours ago
bespectacled man scratches the back of his head during congressional hearing
CryptoCryptocurrency
Kalshi locks in $22 billion valuation, gaining slight edge over its rival Polymarket
By Carlos GarciaMarch 20, 2026
11 hours ago
Big TechEntrepreneurs
Mark Cuban reads 1,000 emails a day—now he’s using a Mac Mini to fight the AI-generated flood threatening his clean inbox obsession
By Marco Quiroz-GutierrezMarch 20, 2026
12 hours ago
Stressed out job seeker on laptop
Successjob hunting
Job seekers aren’t imagining things: the number of candidates ghosted by employers just reached a three-year high thanks to AI
By Emma BurleighMarch 20, 2026
16 hours ago
SuccessCareers
AI boom is fueling demand for skilled trades—and demand for technicians, HVAC workers, and electricians is soaring, with six-figure salaries to match
By Preston ForeMarch 20, 2026
16 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.