“And over the course of 2024, we expect to further enhance model performance and include support for even more objectives like web and app and ROAS.”

In context

“ell. So while it's still too early to share specific results, we're optimistic that the new model architecture will unlock increasingly relevant video recommendations over time. And if it's successful, we'll explore using it to power other recommendations. And analog exists, I would say, on the ad side. We've talked a little bit about the new model architecture Meta Lattice that we deployed last year that consolidates smaller and more specialized models into larger models that can better learn what characteristics improve ad performance across multiple services, like feed and Reels and multiple types of ads and objectives at the same time. And that's driven improved ad performance over the course of 2023 as we deployed it across Facebook and Instagram to support multiple objectives. And over the course of 2024, we expect to further enhance model performance and include support for even more objectives like web and app and ROAS. So there's a lot of work that we're investing in, in the underlying model architecture for both organic engagement and ads that we expect is going to continue to deliver increasing ads performance over time. The second question you asked was around getting advertisers to test and adopt gen AI tools. There are 2 flavors of this. The more near-term version is around the gen AI ad creative features that we have put into our ads creation tools. And it's early, but we're seeing adoption of these features across verticals and different advertiser sizes. In particular, we've seen outsized adoption of image expansion with small businesses, and this will remain a big area of focus for us in 2024, and I expect that improvements to our underlying foundation models will enhance the quality of t”