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Meta forms AI research team to boost user engagement

Meta is stepping up its artificial intelligence efforts by assembling a specialised team aimed at enhancing user engagement on its social media platforms, including Instagram and Facebook. The move reflects the company’s broader strategy to leverage AI for more personalised content delivery and sustained user interaction.

The newly created unit, known as MRS Research, will focus on improving recommendation systems that determine what content users see in their feeds. The initiative is part of a larger restructuring of Meta’s recommendations division, as the company looks to sharpen its competitive edge in an increasingly AI-driven digital ecosystem.

Focus on Personalisation and AI Innovation

The MRS Research team is being led by Yang Song, a former executive from TikTok, who joined Meta last year. The team’s primary goal is to integrate advanced AI technologies into the company’s platforms to enhance content relevance and user experience.

Meta’s recommendation algorithms already play a central role in shaping engagement, and the new unit is expected to further refine these systems by improving accuracy and efficiency. The team will also collaborate closely with Meta’s advertising division to deliver more targeted and relevant ads based on user behaviour and preferences.

Recent hiring activity suggests that Meta is bringing in top AI talent from leading technology firms, reinforcing its commitment to long-term innovation in this space. The company has also been encouraging wider adoption of AI tools internally, including among senior leadership.

Expanding AI Ambitions Amid Industry Competition

The creation of MRS Research builds on Meta’s earlier efforts to enhance ad performance through AI-powered models introduced in late 2025. It operates independently from the company’s Superintelligence Labs, which focuses on developing next-generation AI systems.

Meta’s push into AI extends beyond internal development. The company has pursued acquisitions of AI startups and continues to invest in new technologies to strengthen its ecosystem. However, this rapid expansion comes alongside reports of workforce restructuring, highlighting the shifting dynamics within the organisation.

As competition intensifies among global tech players, Meta’s latest move signals a clear focus on using artificial intelligence to drive engagement, improve monetisation, and maintain its leadership in the social media landscape.