Meta Introduces Its First AI-driven Ad Targeting Program
These tools are set to fine-tune advertisement displays to ensure high engagement.
Meta has unveiled its first AI-driven ad targeting program for businesses on its widely used messaging application, WhatsApp. The announcement was made by Facebook CEO Mark Zuckerberg at a conference in Brazil.[1]
WhatsApp has never used targeted advertising tools as a method of generating revenue, like Meta’s other platforms, such as Facebook or Instagram, have done. Gradually, over the years, it has been incorporating more and more commerce and payment options into its interface.
Businesses using Facebook or Instagram can specifically target customers based on their behaviors. They can target customers who are most likely to engage with their business by using the phone number, which the user had the option to provide.
These tools are set to fine-tune advertisement displays to ensure high engagement.
Besides the new AI advertising tools, Meta introduced a new AI chatbot to manage business requests within chats. The chatbot will be used to fulfill less specific, routine orders like finding catalogs or business hours, like many other customer service chatbots based on AI.
Meta has embarked on attempts to generate revenue from WhatsApp since its acquisition at $22 billion in 2014. To date, WhatsApp has not been a significant source of income for Meta.
In April, WhatsApp launched an update for all its smartphone users, making it easier to classify conversations so that the user can access chat groups and unread messages faster.
The new update adds three tabs to the top of the list of conversations on the main screen of the application in the form of white oval buttons, one of which is "All" and shows all conversations according to their chronological order of the most recently received messages within it.
Zuckerberg announced the formation of a new product advisory council designed to provide strategic guidance on the company's advancements in AI and technology.
Meta also announced a significant surge in young adult users on its flagship app, Facebook, marking the highest numbers in three years.