Meta wants its ads to make themselves
Meta is on the brink of entrusting its ~US$160 billion ad business to the realm of robots. By the conclusion of the following year, the social media titan aims to fully automate its ad creation and targeting using AI, according to the Wall Street Journal. This would entail a business simply furnishing a product photo, a budget, and a goal, with Meta's AI taking charge of creating visuals, writing copy, and identifying the appropriate audience - all devoid of human involvement in the marketing team.
Why the Transition is Significant
This development suggests that the advertisements appearing in your feeds could soon become even more personalized (and perhaps slightly eerie). Meta aspires for its AI to exhibit customized ad versions to individual users based on a wealth of information it has about them.
Consequently, this shift could potentially level the playing field for small businesses that traditionally lack the resources for extravagant marketing campaigns. While some companies may display hesitancy in granting AI substantial control over how their brand and products are promoted, especially considering its track record of generating content that ranges from peculiar to detrimental.
Implications for the Marketing Landscape
As one of the leading ad platforms globally, Meta's approach towards AI is poised to reverberate throughout the marketing domain, significantly influencing industry practices and approaches.
