During Meta's third-quarter earnings conference call, Zuckerberg described this shift as a natural progression in social media evolution.

He said: “I think we're going to add a whole new category of content, which is AI-generated or AI-summarised content, or existing content pulled together by AI in some way. And I think that will be very exciting for Facebook, Instagram, and maybe Threads or other feed experiences over time."

Zuckerberg highlighted the company's Llama large language model and the success of the products it powers, such as the Meta AI chatbot, which is now used by over 500 million users monthly. He noted that Llama will increasingly influence Meta's business, including tools for business customers and advertisers.

As AI tools become more prevalent, AI content is set to proliferate within social media feeds. "It's something we're starting to test different things around," Zuckerberg said.

 "I don't know if we know what's exactly going to work well yet, but some things are auspicious. I have high confidence that over the next several years, this will be one of the important trends and one of the important applications."

Zuckerberg detailed how platforms like Facebook and Instagram have evolved. The platforms initially curate content from a user's friends and family with what Meta calls its "connected" algorithm. They then move to an engagement-based algorithm, recommending content from creators and influencers based on various "signals." It seems that the next phase will be driven by AI.

Meta's platforms are already seeing increased AI-generated content, sometimes called "AI slop". Reports from 404 Media indicate that peculiar images are created to go viral and generate payments from Facebook's creator program, which can be as high as $10 per 1,000 likes on a post.

While such content has been less prevalent on Instagram, it's expected to rise. User Mag reported that an account claiming the "No.1 restaurant in Austin" was entirely fabricated with AI-generated photos of fake food and people.

One post even featured a generated image of Jeff Bezos "behind the bar" due to a fictional friendship with one of the chefs. Despite its fictional nature, the account has gained around 10,000 new followers since its AI origins were revealed.