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Latest news 0 415 16 may, 2023

Meta bets on AI in the advertising niche

Hey guys! The future of Meta's advertising business is inextricably linked to artificial intelligence, according to the company last Thursday at its Business Update event.
Meta bets on AI in the advertising niche
In order to assist marketers run campaigns more successfully, Meta Platforms is releasing new advertising tools that make use of artificial intelligence (AI). The Facebook and Instagram owner is following its digital counterparts in investing more significantly in AI as the industry reaches new heights of enthusiasm spurred by the success of software like ChatGPT, as seen by the tools, which were disclosed to reporters at Meta's headquarters in Manhattan on Thursday. 



Although Meta has always included AI, its most recent actions mark a push into the experimental realm of generative AI that can swiftly create visuals and content that are more convincingly realistic.

A new AI Sandbox tool, which will initially provide three functionalities, is essential to this approach. The function, which is marketed as a "testing playground" for generative AI, allows marketers to build various text copy variants, generate backdrop pictures based on text inputs, and automatically trim photos to best suit various Meta surfaces, such as Stories or Reels. 

Meta bets on AI in the advertising niche
Executives recognized the popularity of competing generative AI technologies that have been available on the market for months, but they said that Meta's ad infrastructure's complexity and size may set it apart. On top of data from other sources and licensed data, Meta's own data is also used to train AI Sandbox. 

"Where we see our unique opportunity is to tightly integrate these features over time into our products, which will allow advertisers to do a number of powerful things," said John Hegeman, vice president of monetization at Meta.
A "pretty small" number of marketers, like the direct-to-consumer cosmetics company Jones Road Beauty, which was present at the event, are now testing AI Sandbox. The availability of AI Sandbox will be increased beginning in July. 

According to Jones Road Beauty CMO Cody Plofker, "We are using it in our business to write copy, to help with asset production, and to help with ideas." 

According to Hegeman, Meta wants support from a wide variety of industrial sectors for AI Sandbox. Additionally, the CEO said that future possibilities may include more advanced forms like video. Other elements of the plan looked to depend on how marketers use the technology.  

According to Hegeman, "This will be a gradual process where we ramp up to more and more folks over time." "As we continue to develop and enhance the capabilities, the precise timeframe will depend on some of the feedback that we're getting".
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