Social media giant Meta intends to integrate artificial intelligence into more of its suite of products, including its ad unit.
The Wall Street Journal reported that Meta aims for brands to be able to create and target ads using AI, with the goal of full implementation by the end of 2026.
Some AI functionality is already available on the company’s ad platform through its Advantage+ offerings, including making minor adjustments and creating variations of existing ads. If all goes to plan, brands would be able to use AI from the onset of the campaign.
The WSJ reported that a brand could provide an image of the product or service it intend to promote, as well as the budgetary goal and flight plan. AI would then take over the entire experience, creating the ad, which would encompass imagery and/or video, as well as text.
This would be particularly beneficial for small and midsized businesses, which often lack dedicated budgeting infrastructure for advertising.
AI would also determine which of Meta’s social media platforms, Facebook or Instagram, would be suitable for the ad campaign, as well as providing budgetary suggestions and personalizing the campaign so that different market segments would be served by different versions of the same ad.
97% of Meta’s overall revenue in 2024 came from its ad unit, and adding AI functionality from the start could potentially bring in more advertisers, especially those not comfortable in creating and setting up ad campaigns.
Meta is heavily investing in AI. Co-founder and CEO Mark Zuckerberg is positioning the social media company to be at the forefront of the AI revolution.
He envisions a future where AI will play a central role in the human experience.