Enlarge (credit: SOPA Images / Contributor | LightRocket)

Hundreds of thousands of people recently signed a Change.org petition asking Instagram to stop eating up space in their feeds by recommending so many Reels from accounts they do not follow. Shortly after, Instagram-owner Meta confirmed that these users aren’t just imagining that there’s a sudden avalanche of Reels ruining their online social lives. The short videos currently make up about 15 percent of Instagram and Facebook user feeds—and soon, even more often, they’ll be shoving to the side all the updates from friends that users choose to follow.

Despite all the negative feedback, Meta revealed on an earnings call that it plans to more than double the number of AI-recommended Reels that users see. The company estimates that in 2023, about a third of Instagram and Facebook feeds will be recommended content.

“One of the main transformations in our business right now is that social feeds are going from being driven primarily by the people and accounts you follow to increasingly also being driven by AI recommending content that you’ll find interesting from across Facebook or Instagram, even if you don’t follow those creators,” Meta CEO Mark Zuckerberg says.