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Meta works for a future where many advertisements you see on Facebook or Instagram are created from zero by artificial intelligence, and therefore more easily targeted for you. Its objective is fully automated for generation of ads fueled by AI by the end of 2026, the Wall Street Journal reported for the first time. After this first news, Tiktok too announcement He launches advertising functionalities fed by AI on his platform and Meta has revealed that advertisements are now Coming to WhatsApp – Strengthening the sons more between advertising and AI.
These movements could reduce roles for many editors, designers and human media buyers and potentially shake up global advertising activity of $ 600 billion, but it could also be a new resource at a lower cost for small and medium -sized enterprises.
Along the way, this will probably raise new questions about creativity and precision as IA in another field of decision -making by humans. Meta has large ambitions to weave AI on its platforms. He has already joined his Meta-ad chatbot On Instagram, Facebook, Messenger and Whatsapp, explored Create avatars ai on Instagram, and worked a genetive AI Tools in its applications. Meta did not respond to a request for comments.
With competitors like Google and Amazon which also build advertising systems fueled by AI, advertising automation is only a much larger piece. To better understand how these news affect the advertising industry and 4 billion people Who uses Meta platforms, I spoke to Gary KayyeProfessor of advertising at UNC Chapel Hill and professional in the industry for over 30 years.
Kayye, who embraces and requires the use of AI in his class, considers this as an opportunity for anyone in the world to operate AI for them with regard to marketing and trade. “Suddenly, millions of individual creators who have been intimidated by advertising can start small and grow,” said Kayye. “Then, as they develop their business, they will advertise more and then they will spend more, so you will increase the amount of trade worldwide.”
Find out more: What is Meta Ai? All about these AI tools
What is there for you
If you are on Facebook, Instagram or WhatsApp, expect to see more personalized ads. AI -focused systems allow companies to specify users it wishes to target so that AI can refine the images, video and text accordingly, the newspaper reported. They can even prepare new versions of advertisements in real time depending on where you are. You could see a car advertising showing the car rolling in a mountain if you are in a snowy place, or see the same car driving in the streets of the city if you are in an urban environment, the newspaper reported.
“Low fruits for AI in advertising have always been programmatic (advertisements),” said Kayye, referring to digital advertisements purchased and automatically sold using software and algorithms. “You download an image, a brief description, choose the public and the AI can do the rest. If the Facebook AI can predict the right audience fairly well, then create several advertisements of ads and automatically run the A / B / C / D tests, which could be sort of magical.”
At the same time, media and ethics experts warn that automation of announcements could open the door to disinformation, biased targeting and erosion of responsibility in digital advertising. AI is sensitive to errors and manipulation, and it can be used to spread harmful messages, such as Deepfakes generated by AI.
There is also the threat to jobs in traditional advertising agencies and marketing societies, something Meta minimized. “We believe that AI will allow agencies and advertisers to concentrate time and precious resources on the creativity that matters,” wrote Alex Schultz, director of marketing and vice-president of analysis at Meta, Linkedin Post. “Although we think there will ultimately be more automation in marketing, the role that agencies play will become more and more important thanks to their capacity to plan, execute and measure on all platforms.”
Kayye expects that an evolution towards AI automation only affects agencies that do not diversify or do not develop beyond social media marketing, and those that count on a strategy for too long. “What really kills a business is to be a creativity mounting chain,” he said. “It will have an impact on those who do the same thing for each client again and again. AI will expose this faster.”
Humans will always have a role in advertising, said Kayye, because strategy, creative narration and brand loyalty are very human efforts. “AI still cannot make the original thought. It can remix, it can imitate, but it has no brain,” he added. “A good incentive is a form of creativity. AI can write the copy, but you should know how to ask it in the right way, so it can give you something that deserves to be read.”
Find out more: How to withdraw from Instagram and Facebook using your messages for AI
What is there for companies
Companies would explain their product or marketing ideas to the AD tool of AI and give it a budgetary objective. The machine would take over from there, generating advertising copy, visuals, targeting strategies and even media investment decisions, all without human intervention.
In the short term, it would start with suggestions of AI or rationalization of the parts of the AD process. But over time, Meta wants AI to be able to manage whole campaigns in itself, from start to finish, according to the newspaper. A Meta spokesman told the newspaper that advertisers would remain “in control” from their campaigns, but the broader vision depicts a future where the AI is the creative director, the media planner and the performance analyst in one.
The new effort is based on the existing suite of advertising tools fueled by AI in Meta, such as Advantage more and the generative tools introduced in 2023. These features allow marketing specialists to automatically create image backgrounds, write copy variations and test advertising formats. The company said that small businesses would be the main beneficiary of this AI approach, in particular those that have no time or resources to hire marketing teams.
“In the not too distant future, we want to go to a world where a business will be able to simply tell us what objective he tries to achieve, like selling something or obtaining a new customer, how ready he is to pay for each result, and connect his bank account, then we do the rest for them,” said CEO Mark Zuckerberg during the annual meeting of Meta Geeting last month.
