Meta's AI Revolution: From Targeted Ads to Personalized Experiences

Written by Julia Read , Manager of Social Operations

Meta, a social media giant with billions of users, is at the forefront of artificial intelligence (AI) development. This technology is fundamentally changing how Meta operates, impacting everything from content moderation to the way marketers share new products with you. At Coegi, we stay on top of these advancements to ensure our clients leverage Meta's AI capabilities effectively.

AI Powering Your Experience:

Imagine logging onto Facebook and seeing a newsfeed filled with content you genuinely enjoy. This personalized experience is driven by AI algorithms that analyze your behavior and interests. These algorithms "score" each piece of content, prioritizing posts most likely to resonate with you. This not only has implications for organic social media experiences but also for paid advertising exposure.

Beyond Personalization: AI's Expanding Role

• Content Moderation: AI plays a crucial role in keeping Meta platforms safe. It scans content for potential violations, removing harmful posts before anyone reports them. While highly effective, AI can sometimes over-flag content. Thankfully, human review teams are in place for such situations.
• Advertising Revolution: Gone are the days of meticulous audience selection. Advantage+ features, Meta's latest AI innovation, utilize image and video scanning to identify your target audience and serve ads throughout the conversion funnel. This also expands to behavioral and interest-based targeting, where AI analyzes user behavior including expressed hobbies, app usage, and website visits to inform targeting parameters. This often translates to significant results with some campaigns having seen a 90% increase in conversions! AI also excels at optimizing ad placement, bidding strategies, and budget allocation, ensuring your message reaches the right people at the right cost in environments where they are most likely to engage.
• Building Lookalike Audiences: Expanding your reach is easier than ever with AI-powered lookalike audiences. By analyzing your existing customer data, AI identifies users with similar characteristics, allowing you to target a broader audience with high conversion potential.
• Expanding Creative Opportunities: This is a great opportunity for brands looking for quick, innovative ways to expand their existing creative assets to better reflect audience preferences on the platform. Common enhancements through Advantage+ include visual image touch-ups such as brightness and contrast, text improvements, music, and aspect ratio adjustments.

The Future of Facebook and AI:

Looking ahead, Facebook is exploring exciting new applications for AI. Personalized learning experiences in the metaverse, user-friendly AI-powered content creation tools, and even more sophisticated responsible AI practices are all on the horizon.

Challenges and Considerations:

While AI offers undeniable benefits, ethical considerations remain. Facebook addresses concerns about privacy, bias, and transparency by minimizing data collection, employing fairness checks in AI algorithms, and developing model cards that explain AI functionality. Collaboration with researchers and policymakers is ongoing to refine their AI practices.

Coegi: Your AI-Powered Marketing Partner

At Coegi, we understand the power of Facebook's AI and can help you leverage it to achieve your marketing goals. From crafting compelling ad campaigns to optimizing targeting and placements, we'll ensure your brand reaches the right audience on Facebook. Reach out to our team to help maximize your investment.