Meta AI and AI Studio officially launched in Indonesia | News ...
Meta officially launched Meta AI and AI Studio in Indonesia last week, offering artificial intelligence solutions integrated into the company’s popular social platforms. The availability of Meta AI was first announced in 2023, and now it can be accessed by more people across various Meta apps. With over 700 million active users worldwide, Meta AI aims to simplify everyday tasks for everyone, according to Revie Sylviana, director of Global Partnerships, Southeast Asia at Meta.
Launch of Meta AI in Indonesia
Meta AI, developed using Meta’s Llama 3.2 technology, is now accessible in Indonesia with support for the Indonesian language. Users can interact with this AI assistant through platforms such as WhatsApp, Facebook, Messenger, Instagram, and the meta.ai website. The latest version of Meta AI, powered by Llama 3.2, is now available globally, including in Indonesia, offering enhanced intelligence and efficiency, as mentioned by Revie.
One of the key features of Meta AI is 'Imagine', which allows users to generate images instantly by inputting a text prompt. Along with Meta AI, Meta also introduced AI Studio in Indonesia, a platform enabling users to create and explore AI characters.
Some of the local AI characters available for interaction include Om Gustiono by @aldogiustino and FitBite by culinary content creator Andre Sarwono.
Impact on marketers and advertisers
The launch of Meta AI coincided with the release of a range of AI-powered marketing tools by Meta. These tools are designed to assist brands in identifying suitable Instagram creators for collaborations. According to Meta, creators are highly influential and offer authentic perspectives valued by audiences, which can significantly impact purchasing decisions.
Karin Tracy, head of Retail, Fashion, and Luxury at Meta, highlighted the effectiveness of AI advancements in predicting user interests in ads. Meta’s new keyword search feature on the Instagram creator marketplace simplifies the process for brands to find appropriate creators based on specific criteria.
New features for creator marketing
To facilitate businesses in connecting with creators, Meta has added several new features to the Instagram creator marketplace. The Creator Card feature, in combination with live Reels, allows businesses to preview relevant content from creators without navigating to their profiles. Additionally, businesses can now directly contact creators via email for easier communication.
Partnership ads for advertisers
Meta expanded Marketing API support for partnership ads, allowing advertisers to collaborate with creators and other businesses. Partnership ads enhance ad visibility and performance by combining signals from both the advertiser and partner accounts. Advertisers can now utilize existing Instagram posts for partnership ads and leverage placement asset customisation and Advantage+ Creative through the API.
Opportunities and challenges
Meta’s data analysis revealed the success of Advantage+ Shopping Campaigns, with brands achieving a higher Return on Ad Spend (ROAS) and increased purchase intent. However, the shift towards AI automation poses challenges, as noted by industry experts like Danny Weisman, regarding the creative aspects of advertising and the need for diverse assets to cater to AI algorithms.
Despite criticisms, Meta’s CEO Mark Zuckerberg envisions AI playing a pivotal role in advertising, automating various processes to achieve advertisers' business objectives efficiently. The company aims to empower businesses of all sizes, particularly smaller brands, to leverage AI tools for enhanced platform engagement and ad performance.
Industry outlook
Derya Matras, Meta’s vice president, emphasized the increasing demand for agency services due to AI adoption, highlighting the evolving landscape of marketing and creativity in the digital era. Matras acknowledged the importance of human creativity alongside technological advancements, emphasizing the value of unique skills in driving innovation.
Nicola Mendelsohn, head of Global Business at Meta, reassured the industry that AI advancements do not intend to replace agencies but to empower brands, especially smaller ones, to maximize their presence on Meta’s platforms. The launch of Meta AI and AI Studio in Indonesia aligns with Meta’s global strategy to enhance user engagement and advertising effectiveness on a broader scale.
