Meta has recently unveiled a range of new AI and business tools that are designed to enhance performance and engagement for brands. Among the major developments are AI Chatbots on Messenger, Paid Marketing Messages on Messenger, and the Threads API.
The AI Chatbots on Messenger are powered by Meta’s latest large language model LLaMa 3. These chatbots are capable of having conversations with customers about products and offering support, which has led to businesses like White Coat Manila saving 20% on service costs.
Paid Marketing Messages on Messenger now allow select advertisers to create, organize, and send paid marketing messages to customers who have opted in. This feature is similar to WhatsApp’s recent marketing messaging capabilities.
The new Threads API enables businesses and creators to publish posts, engage with replies, and access insights across Threads at scale through the use of third-party apps. This tool provides more AI-powered options that aim to drive revenue, reduce costs, and improve engagement for brands using Meta’s apps.
According to Meta, every dollar spent on ads generates an average of $3.71 in revenue for advertisers, which is a 12% increase in return on ad spend (ROAS) from the previous year. Campaigns that utilize AI-powered “Advantage+” tools see even higher ROAS at $4.52. Brands like Unilever’s Living Proof have experienced significant benefits from using Meta’s new generative AI ad creative tools, such as a 15% lower cost per purchase (CPP) and an 18% increase in purchase volume.
While these AI-powered tools offer significant benefits, there are concerns about privacy that surround AI technology. This highlights the importance for Meta to implement safeguards in its new AI systems to address these concerns and protect user privacy.
In conclusion, Meta’s latest developments have provided businesses with powerful tools that can help them save time and money while improving customer engagement
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