Tech On Me: Is the Meta Quest 3S just a shiny new toy?

This week’s tech developments centre around Meta Connect and Google’s AI search launch in Australia, as well as senior executives leaving OpenAI.

First, Meta’s announcements at Connect 2024 highlighted the brand's push to cement itself as a dominant player in mixed reality and AI-driven experiences. The introduction of the Meta Quest 3S and updates to the Ray-Ban Meta smart glasses showcased real-time AI integration. 

For marketers, the potential lies in these devices' new forms of engagement. Including celebrity AI voices, integrating with platforms like Amazon Music, and AI-driven video processing allows marketers more opportunites to blend entertainment with commerce. 

However, it remains to be seen whether these tools will gain widespread adoption or simply fall into niche use cases. Remember the metaverse?

Brands should be cautious yet open to exploring these new avenues—particularly in early trials—because those who find early success in aligning their advertising with these immersive experiences may gain a significant edge in consumer loyalty and engagement. 

Meanwhile, Google’s new AI-powered search rollout in Australia is drawing mixed reactions. For brands relying heavily on search engine optimisation, AI-generated answers present a challenge. 

Google’s shift from linking to news sites to providing direct answers to search queries threatens to reduce referral traffic, a core element for many content-driven marketing strategies. 

The study from Authoritas, which highlighted how this new search model could push news sites further down in rankings, should serve as a wake-up call for brands dependent on organic search traffic. The reality is that AI search tools are evolving to favour immediate, algorithmically generated answers.

Unless brands can adapt their strategies—perhaps by investing more in paid search or diversifying their digital presence across platforms like TikTok and YouTube—they risk losing visibility. 

Brands must focus on generating top-tier, credible content that resonates not just with algorithms but increasingly sceptical audiences.

Looking ahead

The shake-up at OpenAI is impossible to ignore. The departures of chief research officer Bob McGrew and vice president Barret Zoph, following the exit of chief technology officer Mira Murati, raise critical questions about the company’s direction. OpenAI has been a key player in shaping the AI landscape. 

As the firm transitions into a for-profit entity with potential investors backing it and valuing it at $150 billion, it’s clear there are significant internal tensions about its future. 

For brands and marketers, the concern isn’t just about the leadership changes—it’s about what these changes signal. Will OpenAI continue to push the boundaries of ethical AI, or will a greater focus on profitability compromise its innovation?

As OpenAI navigates this internal restructuring, marketers should consider how this could influence the broader AI industry. If OpenAI shifts its focus towards more commercial ventures, expect a surge in AI-driven marketing tools aimed at performance optimisation. 

However, the potential risk lies in whether these tools remain transparent and accessible to all businesses or become more restricted behind expensive paywalls. 

The broader AI landscape could shift towards corporate control, echoing the monopolistic tendencies in other tech sectors like search and social media.