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

Today’s Wordle Hints, Answer and Help for Feb. 1, #1688

Here are hints and the answer for today’s Wordle for Sunday, Feb. 1, No. 1,688.

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

Today’s Wordle puzzle is a tough one, with some unusual letters. If you need a new starter word, check out our list of which letters show up the most in English words. If you need hints and the answer, read on.

Today’s Wordle hints

Before we show you today’s Wordle answer, we’ll give you some hints. If you don’t want a spoiler, look away now.

Wordle hint No. 1: Repeats

Today’s Wordle answer has no repeated letters.

Wordle hint No. 2: Vowels

Today’s Wordle answer has one vowel and one sometimes vowel.

Wordle hint No. 3: First letter

Today’s Wordle answer begins with S.

Wordle hint No. 4: Last letter

Today’s Wordle answer ends with Y.

Wordle hint No. 5: Meaning

Today’s Wordle answer means full of prickles.

TODAY’S WORDLE ANSWER

Today’s Wordle answer is SPINY.

Yesterday’s Wordle answer

Yesterday’s Wordle answer, Jan. 31, No. 1,687, was ALLOT.

Recent Wordle answers

Jan. 27, No. 1,683: DUSKY

Jan. 28, No. 1,684: CRUEL

Jan. 29, No. 1,685: FLAKY

Jan. 30, No. 1,686: JUMBO

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Technologies

Today’s NYT Strands Hints, Answers and Help for Feb. 1 #700

Here are hints and answers for the NYT Strands puzzle for Sunday, Feb. 1, No. 700.

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

Today’s NYT Strands puzzle is a bit of a challenge. Some of the answers are difficult to unscramble, and a couple are kind of long, so if you need hints and answers, read on.

I go into depth about the rules for Strands in this story.

If you’re looking for today’s Wordle, Connections and Mini Crossword answers, you can visit CNET’s NYT puzzle hints page.

Read more: NYT Connections Turns 1: These Are the 5 Toughest Puzzles So Far

Hint for today’s Strands puzzle

Today’s Strands theme is: It’s a gift.

If that doesn’t help you, here’s a clue: For me, really?

Clue words to unlock in-game hints

Your goal is to find hidden words that fit the puzzle’s theme. If you’re stuck, find any words you can. Every time you find three words of four letters or more, Strands will reveal one of the theme words. These are the words I used to get those hints but any words of four or more letters that you find will work:

BONE, GONE, BONNET, NOTE, PRIDE, RING, TING, SENT, RENT, WARD, DRAW, SEEN, SEER, TORE, RANT, TRYING, DONATE, SIRE

Answers for today’s Strands puzzle

These are the answers that tie into the theme. The goal of the puzzle is to find them all, including the spangram, a theme word that reaches from one side of the puzzle to the other. When you have all of them (I originally thought there were always eight but learned that the number can vary), every letter on the board will be used. Here are the nonspangram answers:

AWARD, BONUS, GRANT, PRESENT, DONATION, OFFERING

Today’s Strands spangram

Today’s Strands spangram is GENEROSITY. To find it, start with the G that’s three letters to the right on the top row, and wind down.

Don’t miss any of our unbiased tech content and lab-based reviews. Add CNET as a preferred Google source.

Technologies

I Tested the New AirTag and Found That Apple More Than Doubled Its Range

Review: Apple’s «AirTag 2» gets better at its job. The familiar white and chrome disc is a little louder, higher-pitched and easier to find.

While nearly everyone I know has been freezing and shoveling snow, I spent the past few days under San Francisco’s sunny skies, hiding and finding Apple’s new AirTag. I’m happy to report that it succeeded at its main job: I was able to locate it every time. The second-generation Bluetooth tracker looks and acts identical to the original AirTag, which debuted in 2021, but internal upgrades make it even easier to find.

Over the past five years, the AirTag has become a popular way to track your luggage, keys, car, bike, pets (though you really shouldn’t clip one to Mr. Cupcakes) and nearly anything else you can attach the tiny white and silver disc to. The AirTag also sparked a conversation about privacy, specifically around Apple’s built-in safeguards that prevent it from being used to track someone unwillingly. Apple later expanded those features to protect both iPhone and Android phone owners.

Do we really need a new AirTag? No. But its new features are nice.

This isn’t your typical yearly tech upgrade, like a new phone with a faster processor. The first AirTag is already great. Yeah, it has shortcomings, like not having a hole for a key ring, which forces you to buy a holder to attach it to things. But its best feature is Apple’s Find My network, an encrypted, invisible service connecting over 1 billion devices, including iPhones, Macs and trackers. The AirTag is your key to the Find My kingdom.

In my time testing the second-gen AirTag, I discovered that the latest iteration is also great. It has shortcomings like that missing key ring hole, but the Find My network is still the star. Apple improved the tracker’s ability to be found. The chime is higher-pitched and louder.

When trying to locate it in the Find My app, Precision Finding picked up the new AirTag over twice as far away as it did the old AirTag. The AirTag 2, as we’ve nicknamed it, also supports Precision Finding on my Apple Watch, though setting it up isn’t straightforward.

The second-gen AirTag is on sale now: $29 for one and $99 for a four-pack. And just like the OG version, if you order online directly from Apple, you can get it engraved.

AirTag 1 vs. AirTag 2

When I first unboxed the second-gen AirTag, I was surprised to see that it had the same bulbous Mento design as the original. This allows the new AirTag to be used with the gazillion accessories people already have. But there are differences. The white shell’s resin is now made of 85% recycled plastic. I’m curious to see whether the white casing scuffs as easily as the original.

(That fine print etched on the back? That’s how you can identify a second-gen AirTag from an original: The new one has its text printed in ALL CAPS — except «AirTag,» because Apple presumably wants to keep the intercap.)

If you have the original AirTag, there’s no reason to get rid of it and buy the new version. I can see swapping out an existing AirTag with a second-gen one if you frequently use Precision Finding for important items like keys and everyday bags — and especially if you want to access that feature on your Apple Watch.

If you can choose between the second-gen AirTag and the first-gen model at a discount, I’d go with the discounted original for most items. The first AirTag model does nearly everything the new one can do.

The new AirTag can be found farther away

The new tracker has upgraded Bluetooth connectivity, making it more discoverable to nearby iPhones, which can piggyback its location information anonymously back to its owner. A second-generation Ultra Wideband chip gives the new AirTag a longer range for Precision Finding.

CNET’s Social Media Producer Faith Chihil and I made the trek to Salesforce Park, a green space atop a San Francisco bus station, to run an AirTag test. I gave Faith my old AirTag that I use for traveling, aptly named Patrick’s Luggage, and the new one, named New AirTag. I then walked a few hundred feet away and opened the Find My app on my iPhone 17 Pro Max. I looked for the New AirTag first. I hit the Find button and then got to walking. My iPhone started picking it up 110 feet away. The green «you’re going the right way» screen with an arrow appeared 85 feet away from the new AirTag.

I repeated the test with the Patrick’s Luggage AirTag, and my iPhone started picking it up 42 feet away, and the green screen appeared 37 feet away. In this simple test, the second-gen AirTag was findable at over twice the distance away as my first-gen Apple tracker.

I should note that there are a lot of factors that come into play when trying to find your AirTag. Our range testing was done around lunchtime, so there were a lot of people with iPhones walking by to pick up the tag’s initial location so that my phone could use the Find My network to zero in on it. Also, we were outdoors along a walking path, so we didn’t have walls, rugs or furniture to contend with for the Precision Finding.

The new AirTag supports Precision Finding on the Apple Watch

The second-gen Ultra Wideband chip on the new AirTag also supports Precision Finding for the first time on certain Apple Watch models running WatchOS 26.2.1 or later:

Apple Watch Series 9
Apple Watch Series 10
Apple Watch Series 11
Apple Watch Ultra 2
Apple Watch Ultra 3

But getting it set up isn’t straightforward.

To use Precision Finding on the iPhone, you go to the Items tab in the Find My app and select your AirTag. But when I went to the Find Items app on the watch, I could select the new AirTag, but there wasn’t a Precision Finding option.

A quick online search later, I found an Apple Support page that explained how the Apple Watch uses the Control Center to do it. I had to add a new Find Items button, called Find AirTag, to the Control Center and then tap it to put my watch into Precision Finding mode. Indoors, it found my AirTag from 65 feet away. It might go farther, but our office isn’t that big.

My Apple Watch doesn’t have cellular data, so when I was indoors on Wi-Fi, it worked fantastic. When I was outdoors, connected to my iPhone, it worked mostly fine, but at times it took longer to update my AirTag’s location.

The new AirTag is louder

If you’ve ever used the AirTag’s Play Sound feature through the iPhone’s Find My app, you know that Apple «I’m over here» chime. The new AirTag plays the same tune but is higher-pitched and louder, making it easier to find.

I tested the second-gen AirTag’s chime against the first one using an iPhone audio meter app (not the most scientific, but I wanted to visualize the difference). The original AirTag’s chime peaked at 67.3 dBA, while the new AirTag’s hit 77.5 dBA, more than twice as loud as the old model (remember, decibels are logarithmic).

The new AirTag final thoughts

When I set out to test the AirTag, I was concerned there wouldn’t be much to talk about. But after my time with it, I’ve discovered a lot to share. Namely, I’m a fan. I was already a fan of the first one, and that’s the key. Apple kept all the best aspects of the original AirTag while adding slight improvements. There was no dramatic redesign or price increase. It’s just the familiar white and chrome disc that is a little louder, higher-pitched and easier to find from quite a bit farther away.

I know some people hoped Apple would launch a credit card-style AirTag or one in different colors. It seems that Apple is more than happy to have other companies do that and participate in its Works with Apple Find My program. And I’m OK with that, too.