Meta CEO Mark Zuckerberg said the company will more than double the amount of content from recommended accounts people see while using Instagram and Facebook by the end of 2023. He said that such recommendations currently account for roughly 15 percent of the content on Facebook, and that the percentage is already higher on Instagram.

The push, which Zuckerberg calls building the “Discovery Engine,” is a radical departure from Facebook and Instagram’s historical focus on showing posts from a user’s social graph, or list of friends.

The shift is intended to compete with TikTok’s heavy use of AI to serve up videos regardless of where they come from. That approach has quickly made TikTok one of the most used apps in the world and spawned a whole new creator economy.