‘s chatbots will improve the ability to target ads //
Meta has launched a series of AI-powered bots that can improve its ability to target advertising.
Chatbots could be available as soon as September and are able to collect large quantities of data about the interests of users.
The Financial Times reports that it is expected that this new technology will boost engagement on all Meta platforms as the chatbots will be able have conversations similar to those of a human with Meta’s four billion users.
Why do we care. Marketers could increase conversions through improved targeted advertising by helping their campaigns to reach the right audience. This could help brands reach previously untapped markets and improve their overall reach.
But, there’s a but… this new technology has raised privacy concerns. In the event that a brand accidentally violates the privacy rights of people, they could suffer reputational damage which is difficult to fix, as well as create distrust with potential customers. This could have a negative impact on ROI.
Why Now? Meta’s Threads, despite a fast start and being the fastest-growing social media platform ever in history has lost more than half its users within a month of launch. Meta now tries to retain existing users while attracting new ones, as it faces competition with rival platforms such as TikTok. According to reports, the company hopes that its AI chatbots can help retain users through increased engagement.
Snap launched its My AI chatbot in February, and 150 million users have already interacted with the bot.
Meta chatbots have personality. In a Wednesday earnings call, Meta CEO Mark Zuckerberg stated that the company does not believe people will interact with a single AI. Meta created characters to engage its users. Insiders call them “personas”.
Abraham Lincoln, the former US president, is one of the characters that were created. A surfer persona is included in another prototype that advises the user on travel options.
What did Meta say? Mark Zuckerberg will be giving an update next month on Meta’s plans for chatbots. In February, Zuckerberg opened up in a Facebook posting about the company’s AI goals.
- Meta is creating a top-level group focused on generative AI in order to accelerate our work. We’re beginning by bringing together all the teams that are working on generative artificial intelligence across the company to form one group focused solely on creating delightful experiences around the technology in our various products.
- “In the near future, we will focus on developing creative and expressive tools. In the long term, we will focus on creating AI personas who can assist people in different ways. “We’re exploring text-based experiences (such as chats in WhatsApp Messenger and Messenger), images (such as creative Instagram filters or ad formats), video, and multi-modal experiences.”
- “We still have a long way to go before we can build the futuristic experiences that I am excited to see.”
A deep dive. Read this article to find out why chatbots from other platforms, such as Google or Microsoft, have caused advertisers concern.
The post Meta’s new chatbots will improve targeted ad abilities first appeared on Search Engine land.