Cristina Farjallat explains about bigtech’s investment in AI tools in order to boost company results
Owner of two of the main social networks and the most popular chat application at the moment – Facebook, Instagram and WhatsApp -, Meta declares that it is constantly investing in tools based on artificial intelligence to boost the results of companies of all sizes and segments.
Artificial intelligence has established itself as a fundamental tool to support advertisers in their strategies, mainly for optimizing processes and maximizing performance, says Cristina Farjallat, Meta’s business director for Latin America. One of big tech’s bets is its Meta AI generative artificial intelligence, currently being implemented in the United States in beta version.
The tool has access to information in real time and can generate photorealistic images from text instructions in seconds, explains the executive, who details in this interview other solutions developed by the company to support advertisers in their advertising campaigns.
What are the new artificial intelligence features offered by Meta for brands to optimize their ads?
Artificial intelligence has established itself as a fundamental tool to support advertisers in their strategies, mainly for optimizing processes and maximizing performance. With this in mind, we have constantly invested in tools based on this technology to make it accessible and boost results for companies of all sizes and segments. A great example is Advantage+ Shopping Campaigns, one of our best-known AI-based products, which automates and optimizes multiple drivers of a campaign, such as creative, targeting, placements, and budgeting. This solution is ideal for when the main objective is to reach new customers, in addition to existing ones, with the fewest possible steps. In tests carried out last year with partner advertisers, we identified that Advantage+ Shopping Campaigns generated an average cost per acquisition 17% lower and an average increase of 32% in return on advertising investments (ROAs). We also recently announced the availability of new features powered by generative AI in our advertising platform, seeking to support brands gain productivity in creating their campaigns: background generation, which creates multiple backgrounds to complement the advertiser’s product images ; image expansion, to perfectly adjust creatives to adapt to different aspect ratios in different formats; text variation (currently English only), which generates multiple versions of ad text based on the advertiser’s original content.
Can the tools be used on Facebook, Instagram and WhatsApp?
Today, artificial intelligence-based tools are available for Facebook and Instagram ads through our Ads Manager. But it is worth mentioning that these ads today can also lead the consumer to a conversation on WhatsApp, Messenger or Instagram DM. In other words, AI-based tools are at the service of our entire ecosystem. We understand the importance and necessity of using messaging channels, such as WhatsApp, as a business platform. That said, at Meta Connect 2023, our annual innovation event held in September, we announced our vision for how AI assistants can help businesses in the future.
Introducing AI Studio which, in the future, will allow companies to create their own AIs on WhatsApp to interact with customers, which will help with sales, engagement and customer support by promoting a conversational experience similar to chatting with customers. a human being. While agents will be prioritizing and focusing on more complex issues, AI will enable companies to deliver personalized conversational experiences with less effort. This technology is not yet available, but we hope that all companies can enjoy the benefits of this tool as soon as possible.
Why is Meta redoubling its efforts to develop AI solutions? How is this race in the market?
This technology is expanding the ways of connecting and, mainly, doing business. With the advancement of digitalization, people are receiving thousands of pieces of information daily, which is why companies need to stand out in this sea of data. The race in the AI market reflects precisely this moment and the need to search for differences, innovation and adaptation to the evolution of technologies.
How is the development of Meta AI going and when will it be available for market use? What will be the differences in relation to competitors?
After the announcement of Meta AI at Meta Connect 2023, the conversation assistant began to be implemented in the United States in beta version and, at the moment, we have no information about expansion to other markets. We see the inclusion of AI-based tools in our applications, which are already accessed monthly by around 3.9 billion people around the world, as a big difference. It is also worth highlighting the fact that Meta AI was developed based on Llama 2, our own language model, intended for creating generative tools and experiences based on artificial intelligence. With the integration of Meta AI into the main platforms, such as WhatsApp, Messenger and Instagram, and even into our Ray-Ban Meta and Meta Quest 3 smart glasses, people’s lives will become more practical, considering that the tool has access to real-time information and can generate photorealistic images from text instructions in seconds. We are looking forward to seeing, soon, everyone experiencing this new world that technological advances will provide.
Read the full interview in the December 11, 2023 edition
