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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

Google races to put Gemini at the center of Android before Apple’s AI reboot

Google is using its latest Android rollout to position Gemini as the AI layer across phones, Chrome, laptops and cars.

Google is using its latest Android rollout to make Gemini less of a chatbot and more of an operating layer across the phone, browser, car and laptop, just weeks before Apple is expected to show its own Gemini-powered Apple Intelligence reboot at WWDC.
Ahead of its Google I/O developer conference next week, the company previewed a number of Android updates, including AI-powered app automation, a smarter version of Chrome on Android, new tools for creators, a redesigned Android Auto experience, and a sweeping set of new security features.
Alphabet is counting on Gemini to help Google compete directly with OpenAI and Anthropic in the market for artificial intelligence models and services, while also serving as the AI backbone across its expansive portfolio of products, including Android. Meanwhile, Gemini is powering part of Apple’s new AI strategy, giving Google a role in the iPhone maker’s reset even as it races to prove its own version of personal AI on the phone is further along.
Sameer Samat, who oversees Google’s Android ecosystem, told CNBC that Google is rebuilding parts of Android around Gemini Intelligence to help users complete everyday tasks more easily.
“We’re transitioning from an operating system to an intelligence system,” he said.
As part of Tuesday’s announcements. Google said Gemini Intelligence will be able to move across apps, understand what’s on the screen and complete tasks that would normally require a user to jump between multiple services. That means Android is moving beyond the traditional assistant model, where users ask a question and get an answer, and acting more like an agent.
For instance, Google says Gemini can pull relevant information from Gmail, build shopping carts and book reservations. Samat gave the example of asking Gemini to look at the guest list for a barbecue, build a menu, add ingredients to an Instacart list and return for approval before checkout.
A big concern surrounding agentic AI involves software taking action on a user’s behalf without permissions. Samat said Gemini will come back to the user before completing a transaction, adding, “the human is always in the loop.”
Four months after announcing its Gemini deal with Google, Apple is under pressure to show a more capable version of Apple Intelligence, which has been a relative laggard on the market. Apple has long framed privacy, hardware integration and control of the user experience as its advantages.
Google’s Android push is designed to show it can bring AI deeper into the device experience while still giving users control over what Gemini can see, where it can act and when it needs confirmation.
The app automation features will roll out in waves, starting with the latest Samsung Galaxy and Google Pixel phones this summer, before expanding across more Android devices, including watches, cars, glasses and laptops later this year.
The company is also redesigning Android Auto around Gemini, turning the car into another major surface for its assistant. Android Auto is in more than 250 million cars, and Google says the new release includes its biggest maps update in a decade and Gemini-powered help with tasks like ordering dinner while driving.
Alphabet’s AI strategy has been embraced by Wall Street, which has pushed the company’s stock price up more than 140% in the past year, compared to Apple’s roughly 40% gain. Investors now want to see how Gemini can become more central to the products people use every day.
WATCH: Alphabet briefly tops Nvidia after report of $200 billion Anthropic cloud deal

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Waymo recalls 3,800 robotaxis after glitch allowed some vehicles to ‘drive into standing water’

Waymo issued a voluntary recall of about 3,800 of its robotaxis to fix software issues that could allow them to drive into flooded roadways.

Waymo is recalling about 3,800 robotaxis in the U.S. to fix software issues that could allow them to “drive onto a flooded roadway,” according to a letter on the National Highway Traffic Safety Administration’s website.
The voluntary recall is for Waymo vehicles that use the company’s fifth and sixth generation automated driving systems (or ADS), the U.S. auto safety regulator said in the letter posted Tuesday.
Waymo autonomous vehicles in Austin, Texas, were seen on camera driving onto a flooded street and stalling, requiring other drivers to navigate around them. It’s the latest example of a safety-related issue for the Alphabet-owned AV unit that’s rapidly bolstering its fleet of vehicles and entering new U.S. markets.
Waymo has drawn criticism for its vehicles failing to yield to school buses in Austin, and for the performance of its vehicles during widespread power outages in San Francisco in December, when robotaxis halted in traffic, causing gridlock.
The company said in a statement on Tuesday that it’s “identified an area of improvement regarding untraversable flooded lanes specific to higher-speed roadways,” and opted to file a “voluntary software recall” with the NHTSA.
“Waymo provides over half a million trips every week in some of the most challenging driving environments across the U.S., and safety is our primary priority,” the company said.
Waymo added that it’s working on “additional software safeguards” and has put “mitigations” in place, limiting where its robotaxis operate during extreme weather, so that they avoid “areas where flash flooding might occur” in periods of intense rain.
WATCH: Waymo launches new autonomous system in Chinese-made vehicle

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Technologies

Qualcomm tumbles 13% as semiconductor stocks retreat from historic AI-fueled surge

Semiconductor equities reversed sharply after a broad AI-driven advance, with Qualcomm suffering its worst day since 2020 amid inflation concerns and rising oil prices.

Semiconductor stocks fell sharply on Tuesday, reversing course after an extensive rally that had expanded the artificial intelligence investment theme well past Nvidia and driven the industry to unprecedented levels.

Qualcomm plunged 13% and was on track for its steepest single-day decline since 2020. Intel shed 8%, while On Semiconductor and Skyworks Solutions each lost more than 6%. The iShares Semiconductor ETF, which benchmarks the overall sector, fell 5%.

The sell-off came after a key gauge of consumer prices came in above forecasts, and as conflict in Iran pushed crude oil higher—prompting investors to shift away from riskier assets.

The preceding advance had widened the AI opportunity set beyond longtime industry leader Nvidia, which for much of the past several years had largely carried the market to new peaks on its own.

Explosive appetite for central processing units, along with the graphics processing units that power large language models, has sent chipmakers to all-time highs.

Market participants are wagering that the shift from AI model training to autonomous agents will lift demand for additional AI hardware. Among the beneficiaries are memory chip producers, which are raising prices as supply remains tight.

Micron Technology slid 6%, and Sandisk cratered 8%. Sandisk’s stock has surged more than six times over since January.

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