The advertising industry is being transformed with the impact of the artificial intelligence, But under the vision of Mark ZuckerbergCEO of Goalit could even disappear. And it is that the manager aspires to build an ecosystem of tools and services within his company that endangers the role of agencies and business model that these have developed.
Zuckerberg has recently talked to analyst Ben Thompson, author of the portal Stratechery, About the company’s strategy regarding artificial intelligence, the opportunities it offers, or the evolution experienced by social networks. In this framework, the businessman has shared Your vision regarding the Meta advertising model And he has advanced that the intention is to create a totally end-to-end proposal.
The goal is to “use AI so that the advertising business works much better”
His goal is, as he has expressed, “Use AI so that the advertising business works much better“Get any company to achieve a commercial result can contact us without having to produce content or know anything about your customers”; Zuckerberg commented.”Simply say: ‘This is the commercial result that I want, this is what I am willing to pay, I will connect you to my bank account and I will pay you for all the commercial results you can achieve’”
Ensures that goal has improved considerably over the last few years Capabilities for measurement and targetization. “The first thing we started to develop was the measurement so that we could have a business organized around the delivery of results for people, instead of just showing impressions“, He said.”Then we continue with segmentation. At this time, we are better than you to find the people who will connect with their product”
In this sense, the Meta CEO considers that artificial intelligence, especially in its generative facet, will end up rounding the model applying to aspects of Creativity and content creation. “There is still the creative aspect, which is basically that companies go to us and have a clear idea of what their message, their video or their image, and that is quite difficult to achieve, and I think we are quite close to getting it”; Zuckerberg commented to Stratechery.
And the intention of the manager is that Goal perform the entire process, from beginning to end, For advertisers. He explains that, at some point, the brands will go to the goal, they will say what their goal is, they will connect their bank account, and will not require creativity, or demographic segmentation, or any measurement, just interpret the results that are shown. However, they point out, consider that advertisers will be able to provide suggestions and go to the creativity they want, especially in order to perfect it.
“I think this will be huge; I think it represents a redefinition of the category of advertising”, Says Zuckerberg.
A new advertising model?
Under this vision, goal would be in charge of generating photos and videos through artificial intelligence for the products and services of the companies, writing texts for the ads, would integrate them into an infinite amount of ads, would direct them to the users of their platforms, would measure which ads work best and iterara with artificial intelligence, seeking that consumers buy such products and services using, precisely, precisely, their platforms.
Zuckerberg’s approach would endanger Activity and business model of the advertising agencies, now responsible for many of the actions described. It would multiply the influence and relevance of Meta, owner of Facebook and Instagram, two of the social networks with the highest volume of users globally.
The model proposed by Zuckerberg could continue to attract small businesses that cannot afford to hire large agencies or carry out large advertising campaigns. Concentrating the entire process at the same point could be an argument to conquer the advertisers budgets.
Brand security would be one of the main challenges
However, the Brand Security (Brand Safety) would be one of the main challenges, since brands would be trusting the creation of their messages and the optimization of their strategies, and therefore, yielding control of their marketing and communication, a goal.
Zuckerberg’s vision, or may not come true, raises a challenging scenario for advertising agencies, which must Demonstrate the value that contribute to advertisers before an artificial intelligence that promises shorter processes, lower prices and even infinite creativity.
