Meta introduced a slew of new AI and business tools aimed at driving performance and engagement for brands.
The big unveils.
- AI Chatbots on Messenger
Built with Meta’s latest large language model LLaMa 3, the chatbots can converse with customers about products and provide support — saving businesses like White Coat Manila 20% on service costs.
- Paid Marketing Messages on Messenger
Select advertisers can now create, organize and send paid marketing messages on Messenger to opted-in customers, similar to WhatsApp’s recent marketing messaging capabilities.
- Threads API
The new API allows businesses and creators to publish posts, engage with replies, and access insights across Threads at scale using third-party apps.
Why we care. The updates provide more AI-powered tools that look to be driving revenue, reducing costs and improving engagement. This will help advertisers to scale operations efficiently across Meta’s apps.
By the numbers. Every $1 spent on its ads generates $3.71 in revenue for advertisers on average — a 12% increase in ROAS from 2022, according to Meta. Campaigns using AI-powered “Advantage+” tools see even higher $4.52 ROAS.
Driving performance. Brands like Unilever’s Living Proof saw gains of 15% lower CPP and 18% higher purchase volume using Meta’s new generative AI ad creative tools.
What they’re saying. “AI for business messaging is a game changer…saving at least 20% of customer support costs,” said Franco Ongkingco of White Coat Manila.
Yes, but. Privacy concerns around AI persist, highlighting the need for Meta to build safeguards into its new AI systems.
