Meta Platforms plans to let brands fully create and target ads using artificial intelligence
tools by the end of next year, according to the Wall Street Journal, citing sources familiar with the matter.
With 3.43 billion unique active users across its apps, Meta's AI tools already help advertisers personalize ad content, generate image backgrounds, and make automatic edits to video ads. The report says a brand could simply upload a product image and set a budget, while Meta's AI would handle the creation of the ad image, video, and text, and manage audience targeting on Facebook and Instagram, even offering budget suggestions.
Meta also intends to let advertisers tailor ads in real time using AI, adjusting content based on factors like a user's location.
The company, which owns Facebook and Instagram and earns most of its revenue from advertising, pointed to CEO Mark Zuckerberg’s recent comments when asked for details. Zuckerberg recently emphasized the importance of building AI tools that deliver measurable results at scale. He outlined Meta’s goal of creating a centralized AI system where businesses can set goals, define budgets, and let the platform manage the rest.
Other social media companies such as Snap, Pinterest, and Reddit are also increasing their investments in AI and machine learning to attract advertisers in a highly competitive ad market.
Meta shares rose nearly 1 percent in early trading. Meanwhile, shares of ad firms Interpublic Group and Omnicom Group dropped by 1.9 and 3.2 percent, respectively. France’s Publicis Groupe shares fell 3.8 percent, and U.S.-listed shares of WPP, the parent company of GroupM, Ogilvy, and VM, declined by 2.2 percent.
While companies like Google and OpenAI have introduced AI tools for generating video and image content, marketers remain cautious about fully adopting these technologies in advertising due to concerns over brand safety, creative control, and content quality.
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