The technological managers have spoken for a long time of how the IA will revolutionize the advertising sector. In particular, the Meta Ceo Mark Zuckerberg was quite vocal on how he wants exactly his company to guide the transformation.
Speaking on the stage at the annual conference of Stripe sessions in San Francisco Tuesday, Zuckerberg established his plans to automate the entire advertising sector with an advertising tool of Ai End-to-end.
A key component of such a product would imply by putting thousands of “tests” tests generated by the AI in front of Facebook, Instagram and Threads users, said Zuckerberg.
“The final basic goal here is that any activity can come to us, let’s say what their goal is – we make new customers do this or sell these things – tell us how long they are willing to pay to get those results, connect their bank account and therefore provide as many results as possible,” he explained. “In a sense, it is a bit like the last car results machine. I think it would be one of the most important and precious artificial intelligence systems that are built.”
Zuckerberg described this hypothetical car on Ben Thompson’s podcast stratechery for the first time last week and – if built as Zuckerberg he imagines it – would have enormous implications for the advertising industry. During the appearance of his sessions, Zuckerberg hypothesized that while creative advertising agencies would continue to exist had to distribute this to the AI, small businesses may not have to “start with creativity” and destination could simply manage all their advertising operations.
In fact, Zuckerberg said during the sessions that the advertising tools of Meta, many of which have the functionality of the generative, are already quite sophisticated that the company does not even recommend customers to specify the demographic data that they would like target. Meta tools can find interested users better than human marketers, said Zuckerberg. The next logical step, he says, is trying to apply this optimization based on data on the creative side.
“We will be able to find 4,000 different versions of your creativity and test them and understand which one best works,” said Zuckerberg.
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While this type of solution can appeal to companies, it is an open question about what AD TESTS will ask the Meta platforms from the point of view of the user experience, considering that they are already full of generative artificial intelligence slop.
Meta has experimented with images and comments generated by the Feed, as well as chatbot users can interact. The company has recently launched a social portal and a dedicated app that highlights the generative content of artificial intelligence. Now, it still looks like another category of generative – announcements – is ready to browse the ecosystem of the social media of Meta.
If it was not clear before users were the product on the destination platforms and the advertisers, customers are about to become crystal clear. While the advertisement test generated by the AI can provide value for companies, it means that users will have to suffer even more slop.
The advertising industry is not likely not to kindly bring to Zuckerberg’s vision.
There has been a significant recourse on the ethics of the use of generative artificial intelligence in creative fields. In October 2024, over 11,000 creators signed an open letter that condemns the use of art generated by man to form artificial intelligence systems. The creators also intended legal actions against companies that develop artistic intelligence tools, such as Midjourney and Stability Ai.
To be honest, there are as many creators and advertising managers who believe that artificial intelligence tools will soon threaten their means of subsistence. Johnny Hornby, founder of the advertising agency The & Partnership, Tuesday has published an editorial by claiming that the creation of successful branding campaigns is still a solely human task.
In any case, it seems that Zuckerberg has a fairly clear idea of how he wants to automate the advertising industry and fill the feed of the goal with the IA, whether or not to advertising or users like it.
