Reem Makari
May 5, 2025

Zuckerberg says AI could ‘redefine’ Meta’s ad business

Meta’s goal is to move towards a system where businesses only need to state their objective and bank account—AI will handle the rest.

Photo: Shutterstock.
Photo: Shutterstock.

Mark Zuckerberg envisions Meta’s platform to become the “ultimate business agent”, using AI to drive outcomes directly and lead to a significant increase in the overall percentage of GDP spent on advertising. 

In an interview with Stratechery’s Ben Thompson, Zuckerberg spoke about how Meta is shifting its advertising model towards delivering more measurable results for businesses rather than just impressions. 

Focusing significantly on the power of AI, the Meta CEO is looking at how the company can use this technology to help generate ad creatives – including text, images, and videos – for businesses based on their objectives, which could potentially lead to an infinite number of variations for testing and optimisation. 

Zuckerberg said: “In general, we’re going to get to a point where you’re a business, you come to us, you tell us what your objective is, you connect to your bank account, you don’t need any creative, you don’t need any targeting demographic, you don’t need any measurement, except to be able to read the results that we spit out. I think that’s going to be huge, I think it is a redefinition of the category of advertising.”

Meta also plans to use AI to deliver highly effective targeting, leveraging user data, with Zuckerberg encouraging businesses to trust the company’s algorithms over their own targeting limitations. 

Enhancing the ad business is the most immediate and straightforward revenue opportunity for Meta, Zuckerberg said. Others include increasing the consumer experience on engagement, monetising Meta's messaging platforms, and focusing on AI products like the Meta AI app and other potential AI-first features.

Zuckerberg also said Meta is willing to invest heavily in GPU infrastructure to support the company’s AI-powered advertising efforts, creating long-term value despite its impact on short-term financials. 

Not only does the Facebook owner see its company focused on applying AI to solve concrete problems for businesses, but also for individuals by providing them with personalised content and AI assistants, which could play a role in human connection and potentially act as a companion. 

He said: “I personally have the belief that everyone should probably have a therapist, it’s like someone they can just talk to throughout the day, or not necessarily throughout the day, but about whatever issues they’re worried about and for people who don’t have a person who’s a therapist, I think everyone will have an AI.

“And all right, that’s not going to replace the friends you have, but it will probably be additive in some way for a lot of people’s lives. I think in some way that is a thing that we probably understand a little bit better than most of the other companies that are just pure mechanistic productivity technology, how to think about that type of thing."

 

Source:
Performance Marketing World

Related Articles

Just Published

2 days ago

Southeast’s Asia’s top 50 brands 2025

After surveying 10,000+ consumers across Southeast Asia, Pureprofile and Campaign crown Samsung and Shopee as the top brands, joined by 48 others leading the region’s market.

2 days ago

Mindshare, EssenceMediacom China chiefs exit

Campaign understands that both Mindshare and EssenceMediacom’s China chiefs are stepping down; WPP Media pushes regional restructuring post rebrand.

2 days ago

Can’t find a clean public toilet? Buktupup to the ...

BuktuPup is a new microsite that helps travellers in rural Indonesia find clean, private restrooms hosted by locals—even in remote tourist spots.

3 days ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.