Steven Bartlett argues that AI is changing how creators reach audiences. Instead of relying primarily on follower relationships, Meta is increasingly using AI to understand content and user interests, then recommend relevant posts beyond the accounts people already follow. On Meta's July 29, 2026 earnings call, Mark Zuckerberg said LLMs help Meta understand what content is about, why it's compelling and what users are interested in. He said those systems allow Meta to deliver increasingly relevant and engaging content. That could change creator strategy. Zuckerberg specifically distinguished content from friends and followed accounts from content created by people users don't follow. Better AI matchmaking can potentially give a compelling post distribution far beyond its creator's existing audience. Meta says its AI ranking improvements increased organic Facebook feed and video views by 7% in Q4 2025, while 75% of Instagram recommendations in the U.S. were coming from original posts. The company says AI personalization is increasingly driving engagement across its apps.