# How Facebook Uses Deep Learning to Predict What You Might Like > A method for training AI models to recommend new content by comparing a user's past interactions with unseen items in a social network. - **Patent:** US 10402750 - **Original title:** Identifying entities using a deep-learning model - **Owner:** Facebook Inc - **Granted:** 2019 - **Status:** Active - **Times cited:** 8 - **Field:** ai_ml, software, ecommerce, consumer_electronics ## What it does This patent describes a way to teach a computer model to better understand user preferences. It takes a list of things a user has already interacted with, like posts or pages, and turns them into mathematical lists called vectors. By temporarily hiding one of those items and using the rest to build a profile of the user, the system can test if it correctly predicts the hidden item. It then compares this user profile against items the user has never seen, updating the model's math so that relevant items move closer to the user in a virtual space. This helps the system learn to suggest content that is more likely to interest the user. ## What it does NOT cover - Does not cover non-deep-learning recommendation methods like simple keyword matching. - Does not cover systems that do not use vector-based embedding spaces for entity comparison. - Does not cover methods that do not involve removing a target entity from the interaction set to perform the training feedback loop. ## The clever bit The system treats the user's own history as a training ground by hiding a known interaction to see if the model can 're-discover' it, effectively creating a self-supervised feedback loop to tune the model's accuracy. ## Real-world examples 1. Facebook News Feed content ranking 2. Instagram Explore tab suggestions 3. Targeted advertising systems based on user interest graphs ## Why it matters This technology is foundational to the modern social media experience. By refining how AI models learn from user behavior, platforms can keep users engaged by showing them content they are statistically likely to enjoy. This specific approach of using 'negative sampling' or 'target entity removal' is a standard technique in modern recommendation engines. ## Frequently asked questions ### What does How Facebook Uses Deep Learning to Predict What You Might Like cover? A method for training AI models to recommend new content by comparing a user's past interactions with unseen items in a social network. ### Who owns patent US 10402750? Facebook Inc owns this patent, granted in 2019. ### When does this patent expire? This patent is expected to expire on September 3, 2039, when the invention enters the public domain. ### What is patent US 10402750 cited by? This patent has been cited by 8 later patents that build on its ideas. ### What problem does this patent solve? This technology is foundational to the modern social media experience. By refining how AI models learn from user behavior, platforms can keep users engaged by showing them content they are statistically likely to enjoy. This specific approach of using 'negative sampling' or 'target entity removal' is a standard technique in modern recommendation engines. ### What does this patent NOT cover? Does not cover non-deep-learning recommendation methods like simple keyword matching. **Full plain-English explainer:** https://patentbrief.org/patent/us/10402750/automl-neural-architecture-search **Original patent:** https://patents.google.com/patent/US10402750 --- _Source: PatentBrief — https://patentbrief.org. Patent facts are from public records; the plain-English explanation is PatentBrief's._ ## Related patents Semantically similar inventions in the PatentBrief corpus: - [Predicting User Interests Based on Who Looks at Whose Profile](https://patentbrief.org/patent/us/8311950/detecting-content-on-a-social-network-using-browsing-patterns) — A method for predicting what a user might be interested in by analyzing the web of connections created when people view each other's social media profile pages. - [Teaching Computers to Understand Document Similarity Using AI](https://patentbrief.org/patent/us/10909459/federated-learning) — This patent describes a way to train a computer program (a neural network) to understand how similar documents are to each other, by showing it examples and teaching it to group similar ones together and separate dissimilar ones. - [How Facebook Ranks Search Results Based on Your Friends' Activity](https://patentbrief.org/patent/us/8914392/facebook-events) — A method for ranking search results by prioritizing links that your social network friends have clicked on previously. - [How Facebook's News Feed Picks Stories You'll Like](https://patentbrief.org/patent/us/8171128/facebook-social-graph) — Facebook's 2012 patent explains how it creates a personalized news feed by showing stories about friends' actions, ordered by your interest, and updating it based on what you click. - [How Software Detects What You Want Based on Your Social Media Posts](https://patentbrief.org/patent/us/8521818/facebook-share-button) — A system that reads your social media posts to figure out your intent, then automatically serves ads or updates your profile based on how likely you are to actually buy or do something.