Technologies

Meta Wants AI to Handle Every Part of Ad Creation. Here’s What That Means

This move can impact all Instagram and Facebook subscribers and the future of the global advertising industry.

Meta is diving even deeper into artificial intelligence. According to an exclusive Wall Street Journal report released Monday, the company behind Facebook and Instagram is developing AI systems that could eventually fully automate the process of creating and buying ads on those popular sites. This means no human copywriters, designers or media buyers will be involved.

It’s a controversial move that could shake up the $600 billion global ad industry. The announcement also raises fresh questions about creativity, accuracy and the future of marketing jobs.

A representative for Meta did not immediately respond to a request for comment.

Read more: What Is Meta AI? Everything to Know About the Tech Giant’s AI Tools

How would this work?

Seemingly, Meta’s end goal is to create a system that lets businesses simply explain their product or marketing ideas, alongside a budgeting goal, to the AI-driven ad tools and then the machine takes over from there. That means AI generates ad copy, visuals, targeting strategies and even media placement decisions, all without human intervention.

In the short term, this would start with AI making suggestions or streamlining parts of the ad process. But over time, Meta reportedly wants AI to be capable of managing entire campaigns on its own, from start to finish.

Meta’s spokesperson told the Journal that advertisers would remain «in control» of their campaigns, but the broader vision paints a future where AI is the creative director, media planner and performance analyst all in one.

Meta is all in on AI

AI is central to Meta’s long-term strategy. CEO Mark Zuckerberg has called AI the company’s «single largest investment area,» and with competitors like Google and Amazon also building AI-powered ad systems, Meta is racing to claim its stake in the game.

This also aligns with Meta’s broader ambitions to weave AI across its platforms. Meta has already integrated its Meta AI chatbot across Instagram, Facebook, Messenger and WhatsApp, explored creating AI avatars on Instagram, and worked generative AI tools into its apps, so automating advertising is just one more piece of a much larger puzzle.

Read more: How to Opt Out of Instagram and Facebook Using Your Posts for AI

Can anyone benefit from this move?

The effort builds on Meta’s existing suite of AI-powered ad tools, like Advantage+ and generative tools introduced in 2023. Those features already allow marketers to automatically create image backgrounds, write copy variations and test ad formats. What’s coming next could push those tools into full autonomy.

According to Meta, this isn’t just about improving efficiency, it’s about scale. Meta claims small businesses would be the key beneficiary of this AI approach, especially those lacking the time or resources to hire marketing teams. The idea is that AI can level the playing field between small businesses and multi-million dollar companies.

«In the not-too-distant future, we want to get to a world where any business will be able to just tell us what objective they’re trying to achieve, like selling something or getting a new customer, how much they’re willing to pay for each result, and connect their bank account and then we just do the rest for them,» Zuckerberg said during Meta’s annual shareholder meeting last week.

While Zuckerberg is calling this «a redefinition of the category of advertising,» critics are already raising concerns.

Mainly, media and ethics experts warn that fully automating ad creation could open the door to misinformation, biased targeting and further erosion of accountability in digital advertising. AI isn’t immune to mistakes or manipulation, and can be used to spread harmful messaging, such as AI-generated deepfakes.

Read more: Trump Signs Bill Banning Deepfakes, Nonconsensual Images

What can this mean for advertising agencies and jobs?

Critics are not just concerned with the accuracy for AI-driven ads, they’re also worried about the future of traditional ad agencies and marketing jobs.

Meta claims that its focus on AI-driven ads is not intended to wipe out ad companies and their employees. Alex Schultz, the chief marketing officer and vice-president of analytics at Meta, has said these AI systems are meant to assist ad agencies and he doubled down on the claim that this will be an asset to small and medium-sized businesses.

«We believe in the future of agencies,» Schultz wrote in a recent LinkedIn post. «We believe AI will enable agencies and advertisers to focus precious time and resources on the creativity that matters. While we think there will ultimately be more automation in marketing, the role that agencies play is going to become ever more important through their ability to plan, execute and measure across platforms.»

What can this mean for Instagram and Facebook users?

If you’re a business owner, marketer or even just a regular social media user, you’re going to feel the ripple effects. You can expect to see more ads that were built by AI machines and possibly tailored to your interests in ways that feel more personal, even if no human ever touched them.

Technologies

Harvard Business Review Study Finds ‘AI Brain Fry’ Is Leaving Workers Mentally Fatigued

Study participants reported increased mental fatigue while using AI tools, but less burnout overall.

Workers who excessively use AI agents and tools at work are at increased risk of mental fatigue, according to a recent Harvard Business Review study. In certain industries, more than 25% of hired professionals report increased mental strain due to their role in AI oversight — though these professionals also generally experienced less burnout than peers who aren’t using AI.

This phenomenon — which the researchers refer to as «AI brain fry» — is described as a «‘buzzing’ feeling or a mental fog» that caused study participants to develop headaches and difficulty focusing and making decisions. Individuals pointed to being overwhelmed by large amounts of information and to frequent task switching as the reasons for these feelings.

Studied individuals experienced more brain fry when they utilized AI agents to manage a workload beyond their own cognitive capacity. When participants used AI to replace mundane, repetitive tasks, managing the growing number of tools led to increased mental fatigue.

Crucially, the study found that fewer individuals who used these AI agents reported workplace burnout.

The researchers predict that this is because burnout testing assesses emotional and physical distress. In contrast, they report, acute mental fatigue «is caused by marshalling attention, working memory and executive control beyond the limited capacity of these systems.»

These are the processes that are taxed when study participants use multiple AI tools in their workflow, according to the researchers.

The Harvard study identifies several business costs incurred by workers suffering from AI brain fry. The foremost consequence is that these individuals may end up making lower-quality decisions. «Workers in [the] study who endorsed AI brain fry experience 33% more decision fatigue than those who did not,» the study reports. Workers who report AI brain fry were also more likely to self-report making both minor and major errors at their jobs.

Another recent Harvard Business Review study similarly found that employees who use AI tools «worked at a faster pace, took on a broader scope of tasks and extended work into more hours of the day,» but warned that «workload creep can in turn lead to cognitive fatigue, burnout and weakened decision-making.»

Technologies

Today’s NYT Connections Hints, Answers and Help for March 11, #1004

Here are some hints and the answers for the NYT Connections puzzle for March 11, No. 1,004.

Looking for the most recent Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle, Connections: Sports Edition and Strands puzzles.

Once I spotted «ice cream» and «traffic» in today’s NYT Connections puzzle, I had the blue category all but filled in. But that purple category was even more bizarre than usual. Read on for clues and today’s Connections answers.

The Times has a Connections Bot, like the one for Wordle. Go there after you play to receive a numeric score and to have the program analyze your answers. Players who are registered with the Times Games section can now nerd out by following their progress, including the number of puzzles completed, win rate, number of times they nabbed a perfect score and their win streak.

Read more: Hints, Tips and Strategies to Help You Win at NYT Connections Every Time

Hints for today’s Connections groups

Here are four hints for the groupings in today’s Connections puzzle, ranked from the easiest yellow group to the tough (and sometimes bizarre) purple group.

Yellow group hint: Bring that back!

Green group hint: Fancy ____.

Blue group hint: Think of a certain shape.

Purple group hint: Sounds like…

Answers for today’s Connections groups

Yellow group: Steal.

Green group: Make nicer, with «up.»

Blue group: Kinds of cones.

Purple group: Pronoun homophones.

Read more: Wordle Cheat Sheet: Here Are the Most Popular Letters Used in English Words

What are today’s Connections answers?

The yellow words in today’s Connections

The theme is steal. The four answers are lift, palm, pinch and pocket.

The green words in today’s Connections

The theme is make nicer, with «up.» The four answers are dress, jazz, spiff and spruce.

The blue words in today’s Connections

The theme is kinds of cones. The four answers are ice cream, pine, snow and traffic.

The purple words in today’s Connections

The theme is pronoun homophones. The four answers are hee, mi, oui and yew.

Technologies

Today’s NYT Connections: Sports Edition Hints and Answers for March 11, #534

Here are hints and the answers for the NYT Connections: Sports Edition puzzle No. 534 for Wednesday, March 11.

Looking for the most recent regular Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle and Strands puzzles.

Today’s Connections: Sports Edition features a real mix of categories, but the yellow one came easily to this Seahawks fan. If you’re struggling with today’s puzzle but still want to solve it, read on for hints and the answers.

Connections: Sports Edition is published by The Athletic, the subscription-based sports journalism site owned by The Times. It doesn’t appear in the NYT Games app, but it does in The Athletic’s own app. Or you can play it for free online.

Read more: NYT Connections: Sports Edition Puzzle Comes Out of Beta

Hints for today’s Connections: Sports Edition groups

Here are four hints for the groupings in today’s Connections: Sports Edition puzzle, ranked from the easiest yellow group to the tough (and sometimes bizarre) purple group.

Yellow group hint: Super Bowl champs’ division.

Green group hint: Baseball stats.

Blue group hint: Stars on ice.

Purple group hint: You wear it around your waist.