It goes without saying, artificial intelligence is redefining our way of living, working, and interacting. In a world where tools like OpenAI's ChatGPT, Google's Bard, and various browser extensions (AI and non-AI) are becoming an integral part of our daily lives, AI emerges as a fundamental pillar in every sector.
In the field of digital marketing, this evolution takes on an even deeper meaning with Meta's latest move: the introduction of revolutionary AI tools for advertisers. This innovation is not just a step forward for Meta, but represents a true revolution for the entire advertising industry. Let's find out why.
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A World in Evolution
Digital marketing is a universe where creativity and speed are indispensable weapons. In this scenario, Meta's AI tools present themselves as an epochal change. From the ability to automatically generate creative backgrounds in an instant to producing advertising texts that hit the mark, the future seems increasingly geared towards saving us hours of creative work. These are the promises of AI in marketing, a future that Meta is already realizing.
But to fully understand the importance of this turn for the entire Digital Marketing sector, we need to look at the numbers. In 2022, Meta generated over 113 billion dollars in advertising revenue, showing that advertising represents the vast majority of its income. This figure is even more impressive considering that in 2013, Facebook's (then called) advertising revenue amounted to nearly 7 billion dollars, a tenth of today's.
These data not only underline the importance of advertising for Meta, but also the potential impact that AI tools can have on this sector.
All the New Features of Meta AI
For years, Meta has sought to innovate by keeping up with the most promising potentials of the digital sector. Let's not forget, for example, the Metaverse, which, despite an apparent flop, continues to interest industry experts for its future prospects. Artificial intelligence has always been an important slice of investment for Mark Zuckerberg's company (remember, for example, those AIs that started talking to each other in a completely invented language?)
Now that the AI landscape is more mature, Meta has decided to expose itself with innovations that should earn more for advertisers... And consequently, the platform that hosts them.
Here are the most important AI-based innovations signed by Meta:
- Automatic Generation of Advertising Texts:
Meta's automatic text generation automatically turns every ad into a narrative masterpiece, capturing the essence of a product with words that should resonate with the target audience. No more simple descriptions, but real narratives that transform an ad into an experience.
As Copywriters once did, now Meta promises to let AI do it.
- Automatic Adaptation of Images:
Every platform has its visual language, and Meta knows it: it has introduced a system that takes a single image and shapes it for every ad format (stories, reels, feed, etc.). A well-chosen image can be transformed into a series of visually coherent but optimized ads for each platform, from Instagram to Facebook, without losing focus on crucial details like design or innovative features.
- Creation of Creative Backgrounds:
Backgrounds are no longer just a setting, but become protagonists. They become unique, like the product they promote, because if the theory of color is true, it is also true that every person reacts differently to the multimedia stimuli they receive. Just insert the photo of the product to see it placed on infinite different backgrounds, all designed to adapt to the tastes and needs of each individual who will see them.
- Simplified Video Editing:
Even video editing enters a new era with Meta's AI tools. Automatically, artificial intelligence will become the personal director of every company, effortlessly selecting key moments of videos and intertwining them in a visual narrative that captures attention and tells a story. And, since it's a computer crunching data, it should be very easy for it to understand what can increase the level of attention and therefore conversion...
- Personalization of Ads Based on Audience:
Meta now offers the possibility to personalize ads based on the target audience. For example, a video game company wants to promote its latest title, it can create different versions of the ad for different audience segments: one version that emphasizes the competitive aspect for hardcore players and another that highlights the narrative component for those who love engaging stories... And this can apply to every sector, every product, every single ad published.
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A New Era Begins
Is all this working? It seems so: initial tests have shown promising results, showing that these tools can reduce up to five hours of creative work per week.
This change is not just a matter of efficiency, but marks a significant step towards a new era of advertising strategy. Advertisers, now with more time to dedicate to planning and less to production, are experiencing a transformation in their approach to marketing, founded more on the creative part than on the operational one.
With the implementation of these advanced features, Meta not only responds to the competition from giants like TikTok, which has based its entire algorithm on Artificial Intelligence for years, but is also rewriting the rules of digital marketing.
AI, once considered a luxury, has become a crucial component for anyone who wants to remain competitive in a rapidly evolving market. This change marks the beginning of an era where AI is no longer an optional, but a fundamental element for successfully navigating the dynamic world of digital marketing.
Looking to the future, it is clear that we are at the dawn of a new era in the field of marketing, with Meta leading this revolution.
These new AI tools not only represent an advantage for advertisers but also mark a turning point in the way we interact with the digital world, increasingly driven by an algorithm, by a computer, rather than by an actual human choice.
And after all, who do we think can make more mistakes? A flesh and blood person, with their strengths and weaknesses, or a machine based on zeros and ones, with very little internal flexibility?
Illustration by Gloria Dozio - Acrimònia Studios
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