Now, says Matt Navarra, "Meta has built what it calls an AI system for unconnected content recommendations on Facebook and Instagram, which basically means, they're increasingly showing you stuff from people you don't follow because the machine thinks you're going to like it. It's not biased towards, is it a professional creator? Is it a brand? Is it a friend? If they can see that you've engaged with a friend a lot, you might see a lot more of their content. It's just that who you are friends with, who you follow, has become irrelevant in a way."