The Artificial Intelligence (AI) It will be META’s main commitment to increasingly personalize the advertising received by millions of users around the world through the Facebook, Instagram and WhatsApp platforms.
Although Meta Platforms reported its first drop in revenue in its entire history, the firm’s owner, Mark Zuckerberg, assured that this will not represent an obstacle to continue betting on AI and become the advertising leader.
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“AI is the foundation of our discovery engine and our ads business, and we also believe it will enable many new products and additional transformations within our apps,” Zuckerberg said on a call with analysts.
META’s objective is to take advantage of research to become a leader in generative and recommender AI, which consists of creating content through technology and profiles according to people’s consumption patterns.
In this way, users of these platforms will be able to see more and more personalized ads and content, which, according to Zuckerberg, will allow people to have a “unique” experience and also attract more advertising.
“Facebook and Instagram are moving from being organized solely around the people and accounts you follow to showing more and more relevant content recommended by our AI systems,” said META’s CEO.
Although the development of AI at META sustained the company’s revenue in 2022, reaching 116 thousand 609 million dollars, an annual decrease of one percent and the first in the company’s history, Zuckerberg acknowledged that not all users like to see advertising in their news feed.
“In our broader ads business, we continue to invest in AI and are seeing our efforts pay off here. We remain excited about the monetization opportunity with commercial messages, Facebook and Instagram are the first two pillars of our business”, added the CEO of META.
Since last year, the company began to implement this type of technology within its different networks. The biggest success story was through “Reels”, the short videos on Facebook and Instagram.
Initially, they were videos of no more than 30 seconds and with random content. However, the development of Artificial Intelligence in META made it possible to start suggesting these videos with content according to the users, according to publications or pages visited.
The next step was the development of advertising through Reels, and which at the end of last year was another of the financial pillars of Zuckerberg’s company.
The birth of Reels on these networks happened alongside the rapid growth of TikTok, a network that also offered short videos without the need to register on it.
TikTok currently allows videos of up to three minutes, and its monetization models range from promotional videos to donations for content creators.
However, the suggested advertising on TikTok is still not as personalized as on Facebook or Instagram, although users can choose what type of ads to see or block certain brands.
For example, it is common for an advertising video of the same TikTok to appear when opening the application, but after a few minutes of browsing, the same commercials from companies such as Rappi, Mercado Libre, UberEats and some fintechs, among others, will appear.
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Before analysts, Zuckerberg announced that the development of AI will not only be for advertising purposes, but also to improve the efficiency of META collaborators in the medium term.
“We closed out last year with some tough layoffs and restructuring teams; we are working to flatten our structure and remove some layers of middle managers to make decisions faster, as well as implement AI to help our engineers be more productive, ”he highlighted..
