VK merges user data across VKontakte, Clips, Video into one AI interest profile
VK Clips saw total watch time climb 5.5% after VK folded user activity from VKontakte, VK Clips and VK Video into a single AI-built interest profile, Forbes reports. The transformer-based system, which VK calls a neuroprofile, treats a person's actions across all three services as one continuous, anonymized sequence, weighing what they watch, skip, repost or ignore alongside context such as where the action took place, the content format, the author and how recently they engaged with similar material. Users now open videos in full-screen mode 10% more often since the system went live. Sources cited by Forbes put VK's spending on the project at around 1 billion rubles.
Cross-platform interest matching lets VK route a viewer's clip-watching habits into their VKontakte feed and vice versa, so ad recommendations reflect behavior the platform previously tracked in separate silos. T1 AI's Sergey Golitsyn says analyzing each signal on its own loses context, and combining them into a single sequence produces a fuller picture of a person's intent. VK frames the payoff as three-sided: viewers get more relevant content, creators reach new audiences, and advertisers get closer alignment between campaigns and actual user interests. AI entrepreneur Pavel Khegai calls the move VK's clearest structural advantage over TikTok and YouTube, given the platform's unified VK ID login across services.