Meta revolutionises online advertising: AI will do it all

In the series, will artificial intelligence steal our jobs? The question will remain unanswered for a long time. But more and more tasks, meanwhile, are being entrusted to AI. The last paragraph in this never-ending chapter has been written by Meta, which - according to the Wall Street Journal - wants to make the entire advertising process completely automated thanks to artificial intelligence, by the end of 2025.

What does all this mean? For instance, that creators (but not only them) will find a very tough opponent: AI. An adversary that has no working hours, has an extremely fast calculation (and production) capacity, and - above all - cuts costs.

But be careful, because it is no longer just a matter of optimising performance or suggesting small changes to existing advertisements (as is already the case on Facebook and Instagram). The ambition of the Menlo Park (California) giant is far more radical: to allow brands to generate advertising campaigns from scratch, simply by providing an image of the product and a spending target. The AI will take care of everything else, from creating the visual and text to targeting and distribution on the Meta group's social networks.

It should be remembered that advertising accounts for more than 97 per cent of the Mark Zuckerberg-led company's total revenues in 2024, and is the sap that also fuels the huge investments in AI chips, data centres and advanced language modelling. And now for Zuckerberg, advertising automation is not just a natural evolution of the business: it is part of a redefinition of the entire category.

"In the near future, we want to arrive at a world where any company can simply tell us what it wants to achieve, how much it is willing to pay for each result, link up the bank account, and then leave everything to us," the CEO said at the annual shareholders' meeting.