Meta Offers A Glimpse Into the Black Box of AI Ranking
The system cards unveiled Thursday and shared with Gizmodo offer granular details into the way AI systems serve up content through a wide variety of Meta services, from Facebook’s Feed and Marketplace to Instagram’s Stories and Explore and more than a dozen in between.
Each of the scorecards provide examples of the specific types of “signals” they rely on. Signals here can refer to bits of information Meta learns about uses when they interact with apps such as liking, commenting, or resharing content. It can also refer to signals Meta infers based on previous ways a user has interacted with an app. Each ranking system measures those signals and then creates a “relevance score” for each post and places posts in order of that score.
Though some of the specific intricacies mentioned in some system cards appear to overlap with others, there are many notable, often subtle differences that offer users a clearer sense of why experiences on certain segments of one app may feel different than others. The Instagram Feed system card, for example, notes that the signal “how likely you are to spend little time viewing a post and not interacting with it” is one of several indicators used to determine how content is served to a user.
Meta’s system cards strategy is part of a broader effort at Meta to provide more clarity into the way its systems work and push back against some users’ generalized concerns over “the algorithm.” In documents shared with Gizmodo, Meta says there’s not one single algorithm that dictates the way users get served content on Facebook and Instagram. Instead, there are many different systems working independently and sometimes together.
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