Mark ZuckerbergCEO of Metahas revealed a vision that could radically transform the advertising industry. During a conversation with Ben Thompson of StratecheryZuckerberg described a future where artificial intelligence (AI) not only improves the addressing of ads, but also It is responsible for the entire creative and execution process of advertising campaigns. According to The Vergethis proposal could eliminate the advertising ecosystem as we know it, from creation to the measurement of results.
Zuckerberg’s idea is that A client approaches the goal with the simple desire to obtain customers for your product, and that The platform is in charge of the rest. This would include the generation of photos and videos of the products through AIthe writing of texts advertising, the creation of an infinite number of ads, the segmentation of these ads through their platforms, and the measurement y Optimization of its performance, all with AI technology.
In addition, customers could buy products directly on finishing platforms. The Verge It emphasizes that this vision, called “infinite creativity”, I could end the advertising industry as we know itaffecting large brands and agencies that have developed complex systems to audit the results of the platforms after years of advertising and measurement fraud scandals.
The reactions of the advertising industry did not wait. An agency’s CEO expressed concern about the safety of brands, stating that allowing the goal to optimize creative content is a terrifying concept. “The promise of his vision – ‘simply read the results we generate’ is the problem,” The CEO commented to the technology environment, underlining distrust in the results provided by goal.
Another media executive was equally critical, describing the proposal as a complete cycle towards customers, from moderate condescension to active antagonization.
Despite criticism, goal continues to generate significant income by selling ads to small businesses that cannot pay large sophisticated media agencies or campaigns. IA tools for infinite creativity could benefit these small businesses, while large agencies could redirect their investments to other places.
However, the article warns The economy of the platforms is about to experience seismic changes As these tensions increase, forcing the rest of the world to deal with an environment full of ads generated by AI.
Zuckerberg’s proposal not only challenges traditional advertising agencies, but also raises questions about the transparency and confidence in the results generated by the platforms. The advertising industry has been dealing with fraud and measurement problems for years, and the idea that a single entity controls the entire process, from creation to the evaluation of results, generates skepticism. The Verge He points out that this centralization of control could be seen as a threat to independence and objectivity in the measurement of the effectiveness of advertising campaigns.
In this context, Zuckerberg’s vision could be seen as an opportunity to democratize access to advanced advertising tools, especially for small and medium enterprises. However, it also raises significant challenges for the large agencies and brands that have invested in independent audit and measurement systems. The advertising industry is at a crossroadsand the adoption of AI in the creative process could redefine the rules of the game.
The conversation about the future of advertising in the AI era is far from finishing. As technological platforms continue to develop more sophisticated tools, the industry must adapt to a constantly evolving panorama. The goal proposal is only an example of how technology is transforming entire sectors, and the industry’s response will be crucial to determine the direction that advertising will take in the coming years.
