- CEO Mark Zuckerberg said earlier this year that he wanted to “turbocharge” Meta’s generative AI efforts.
- The company now holds patents for AI-generated and optimized ads.
- Such products may attract advertisers if they mean less effort and better targeting of users.
Meta is pushing a generative AI project aimed at boosting its still recovering advertising business.
The social media company formerly known as Facebook received a patent this week covering ads that are created and altered through AI according to a particular user’s interests, according to filings with the U.S. Patent and Trademark Office. Meta is just beginning to recover from a multi-billion dollar blow to its advertising business, which accounts for nearly all of the company’s revenue, from Apple’s privacy changes in 2021. Part of the recovery so far is due to his AI-driven advertising targeting, which improves ad performance and keeps advertisers happy. Wall Street expects earnings to return to double-digit growth, a level Meta has not seen in the last two years.
Meta’s new patent describes the modification and creation of new or “enhanced” advertising content through the use of generative AI. GenAI is an area of renewed interest and investment from CEO Mark Zuckerberg, who has been talking more about GenAI since the genAI boom started with OpenAI’s ChatGPT release last fall.
The patent is said to include “generation and delivery” of new content and “systems and methods for enhanced content generation and delivery utilizing remote rendering and data streaming.”
“This patent also relates generally to the customization of digital content through audience detection, and more specifically, to the delivery of customized digital content via communication devices, to artificial intelligence-based audiences. It relates to systems and methods that utilize detection techniques and mechanisms,” the patent adds.
It also includes how AI measures, analyzes and predicts the performance of such ads and “content” and adjusts content accordingly. The patent was invented by a dozen current and former Meta employees and was first filed at the end of 2021.
Advertisers will be captivated if AI can not only target and review client ad success, but also create and optimize ad content for small user groups or even individuals. , which could prove to be a profitable Meta.
“It would be great if we could take a few creative assets and find the right mix and really optimize the assets for a group of people,” said Advertisement, who has overseen tens of millions of dollars in advertising on Meta. management company leader said. That said, he remains skeptical that genAI will meaningfully “change” the company’s overall revenue growth.
Meta did not immediately respond to a request for comment.
Zuckerberg said in February that he was creating a “new top-tier product group” within the company to “accelerate” work on genAI. A few weeks later, Andrew Bosworth, CTO of Meta and head of Reality Labs, the metaverse division, said in an interview with Nikkei in April that he and Zuckerberg currently spend “most” of their time working on the genAI project. said he spends on He confirmed that Meta is working towards serving ads using genAI, which he expects to be released towards the end of this year.
This technology decouples digital advertising with Meta from the current process of creating a single set of ad creatives for advertisers and brands to display to their target audience on platforms such as Facebook and Instagram. Instead, advertisers will be given the option to “ask AI to ‘make images for my company that work for different audiences,'” Bosworth said.
“This saves us a lot of time and money,” said the CTO.
Are you a Meta employee or someone else with an insight you’d like to share? Contact Kali Hays at khays@insider.com via our secure messaging app. signal Contact us at 949-280-0267 or via Twitter DM at @hayskali. Communicate using non-work devices.
