TOPIC: Mobile, Video and Web

Product @Scale 2023

AUGUST 23, 2023 @ 9:00 AM PDT - 1:00 PM PDT

Product @Scale conferences are designed for technologists who work on solving complex product problems at scale. This year focuses on discussions that explore the creator ecosystem, and how AI will play a role in scaling creativity as well as monetization. The @Scale community focuses on bringing forward people's experiences in creating innovative solutions to large-scale products serving millions or even billions of creators, people, and businesses involving complex product and business tradeoffs and challenging engineering problems to overcome.

Register today and check back for upcoming speaker and agenda announcements!



Product @Scale 2023 will be hosted virtually. Joining us are speakers from Fireworks AI, and Mavrck, Meta, Microsoft Azure/ChatGPT, and Runway, as well as a Creator, who will be sharing their unique perspective. The event will showcase a keynote address by Aigerim Shorman, Vice President of Product Management, GM, Avatars at Meta. It will also feature talks themed around Azure ChatGPT, AI-powered video generation tools for web, Creator Studio in Meta Business Suite and Meta 3rd party API for monetization.


Event times below are displayed in PT.

August 23

09:00 AM - 09:20 AM
Representation in the Metaverse: Building avatars & identity for 3B people – from mobile to the metaverse

The metaverse is the next evolution in digital connection, enabling richer social experiences, solving problems in today’s internet, and unlocking many opportunities across a range of industries. In the metaverse, Avatars will be your digital representation and how you are embodied; they will enable you to feel present with others. But how do we build an Avatar system that can be representative of billions of people around the world? And how do you create continuity across today’s social and messaging experiences with tomorrow’s more immersive ones, such as VR and AR? In this talk, we will share insights from working through the product & technical challenges of building a scalable avatar system from the ground up.

Speaker Aigerim Shorman,Meta
09:20 AM - 09:40 AM
Navigating New Normals As A Content Creator

The world of a content creator is continuously evolving. We have the ability to use our unique stories to express ourselves and inspire others. Content creating comes with a lot of pluses along with navigating new negatives all while still showing up consistently. It's an ever changing horizon with new technology where content creators and Tech companies need to collaborate to find success.

Speaker Bryan Martin,Creator
09:40 AM - 10:00 AM
Professional Mode

Last year Meta launched Professional Mode for Profiles globally, a simplified profile experience for creators to access monetization opportunities and professional tools. Since then, tens of millions of people have adopted it. This talk focuses on challenges of building the Professional Mode, and the ones faced after the launch was a huge success.

Speaker Nidhi Gupta,Meta
10:00 AM - 10:20 AM
Scaling PMF Products to New Audiences

This talk covers the complexities to account for when scaling a product with Product-Market Fit (PMF) to a new audience, and learnings. Join us as we walk through Meta's journey scaling our cross-platform marketing solution, Meta Business Suite, to serve Creators. Discover how we reimagined our core UX to accommodate diverse user needs, adapted our experimentation processes to expedite launches, and scaled our content search and retrieval engineering systems to handle significantly increased throughput.

Speaker Amy Rambhia,Meta
Speaker Ramu Bachala,Meta
10:20 AM - 10:40 AM
GenAI Application Development

GenAI Application Development on Azure

Speaker Greg Buehrer,Microsoft Azure/ChatGPT
10:40 AM - 10:50 AM
10:50 AM - 11:10 AM
Developer Centric AI

Contrary to the narrative in popular media, the AI disruption did not start with the invention of ChatGPT. In fact, AI started in the 1980s, but its wide application was initially hampered by insufficient data and compute resources. Since the late 2010s, the big data bang fueled the AI boom. The past decade has been a hyper growth of AI modeling innovation. It’s an era for AI researchers. The development of PyTorch and other AI tools, made it much easier to explore different model architectures and led to many breakthroughs, including the recent generative AI explosion. Today, we find ourselves at the beginning of the next phase of the AI revolution, where AI models are being applied to hundreds of new applications every day. It’s a new era for hundreds of thousands, if not millions, of product developers. They will drive AI-powered product exploration and innovation in high velocity in the next decade. There is a huge opportunity to build tools and platforms to dramatically lower the barrier of entry and make many more product developers vastly more productive, and in doing so, accelerate the application of AI to thousands of new domains, enhancing the way that we work, live, and interact with the world.

Speaker Lin Qiao,Fireworks AI
11:10 AM - 11:30 AM
Building AI-powered video generation tools for web and mobile platforms

In this talk, I'll talk about some of the learnings we had while building the Runway product on the web and iOS app and the new challenges we faced in building product features that are powered and driven by AI models and research.

Speaker Yining Shi,Runway
11:30 AM - 11:50 AM
Video APIs @Scale: Reels APIs

We will provide an overview of the Facebook Video APIs with focus on Reels APIs. Join us to learn on how Later is taking advantage of the Meta's 3P Reels APIs to achieve their business goals. /// Join us for an informative presentation exploring the history of and Mavrck. Discover the seamless integration of these industry-leading platforms with Reels and the significant benefits they offer customers. Gain valuable insights from real-life examples of customer adoption, witnessing the impact of these integrations. Get an exclusive glimpse into the future plans and developments for, Mavrck, and Reels integration. Don't miss this opportunity to deepen your understanding and gain actionable insights from these industry leaders.

Speaker Deepak Dutta,Meta
Speaker Michael Tippett, & Mavrck
Featured Blog
11:50 AM - 12:10 PM
How we built $10B business in 7 years

When we started the team, we had no idea if it was even possible to monetize messaging. Seven years later we now have a $10B product line for Meta. Join Himanshu as he shares how they made their first dollar, scaling to millions and then billions of dollars business and things they learnt along the way.

Speaker Himanshu Baweja,Meta
12:10 PM - 12:40 PM
Live Q&A Session

Moderated by Joseph Laria

Speaker Joseph Laria,Meta


Aigerim Shorman is the VP of Product and Engineering for Avatars at Meta. Her... read more

Aigerim Shorman


I was widowed in 2018 after caring for my terminally ill partner. As I... read more

Bryan Martin


Nidhi is an Engineering Director at Meta and supports the creator empowerment team in... read more

Nidhi Gupta


An avid problem solver and passionate about helping users enhance their productivity through technology,... read more

Amy Rambhia


Ramu is a Software Engineer on the Meta Business Suite team and has been... read more

Ramu Bachala


Greg Buehrer is a Distinguished Engineer and the CTO of Azure Machine Learning and... read more

Greg Buehrer

Microsoft Azure/ChatGPT

Lin Qiao is the co-founder and CEO of Fireworks, which is on a mission... read more

Lin Qiao

Fireworks AI

Yining Shi is an Engineering Manager at Runway in the Web and iOS product... read more

Yining Shi


Deepak is a Product Manager of Facebook Video APIs. read more

Deepak Dutta


Michael Tippett is a seasoned entrepreneur and two-time Emmy nominee with nearly two decades... read more

Michael Tippett & Mavrck

In his 12 years at Meta, Himanshu has built multiple billion dollar ads products.... read more

Himanshu Baweja


Joseph is a Technical Product Manager in Meta's Core Recommendations Systems organization. He is... read more

Joseph Laria



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