In a recent announcement, Meta Platforms introduced generative AI tools for advertisers. Initially tested in May within a limited group of advertisers, these tools are now being rolled out to a broader audience. They enable the creation of various content elements, such as image backgrounds and diverse written text variations.

This move marks Meta's first significant step into incorporating generative AI technology into its products. These tools leverage historical data to generate fresh content, including prose, artwork, and software code. Meta's AI portfolio already includes 'Llama 2,' a language model, and a chatbot, Meta AI, capable of generating text responses and photo-realistic images.

Meta plans to make these tools available through its Ads Manager, with the rollout expected to be completed by next year. In addition to this development, the company recently announced its intention to enable businesses to utilize AI for customer engagement on Messenger and WhatsApp, further expanding its AI-powered offerings for businesses.

Why does it matter?

While these tools aim to simplify the work of advertisers by saving time and effort in content creation, they may lead to standardized, less authentic campaigns and job displacement. Furthermore, they can exacerbate predatory data collection practices, as AI tools heavily depend on extensive user data for training and improvement. In the United States, for instance, a recent survey unveiled that just 39% of US adults express confidence in the safety and security of today's AI technologies, with the majority expressing more apprehension than enthusiasm toward the technology. Hence, as companies integrate AI into consumer products, they must be vigilant regarding the potential far-reaching impacts on consumers and society.