Facebook's Uses AI to Create Personalized Stories

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In my previous post, I wrote about Facebook rolling out its Advantage+ offering to help businesses more effectively create better targeted content with AI. Now, according to this post by Social Media Today, Facebook also seems to look for more creative ways to integrate AI into their network. Their "advanced photo ad video" AI uses data, including "image quality, location, the presence of people or animals," to automatically generate images so the users can put them on their stories without any effort. 



However, the article also acknowledge that the offering is less practical for human users as they are less "authentic," but works rather well for businesses who are in need of quick content that can reach a broad amount of audience. Again, we've seen the trend of switching to AI since the beginning of this year when Meta realizes that their MetaVerse expansion is bringing negative growth to the company. According to this article by the WSJ, Meta's user engagement is actually stronger than ever, with the introduction of reels and content that is served based on Meta's machine learning algorithm. 

Their expenditure in the AI department has also increased. According to the article, their chief financial officer reported that an additional $4 billion to $5 billion would go towards AI in 2023. To put this in perspective, their cost for research and development was roughly $35 billion in 2022 (Meta's 10k). This addition might not seem like much, but with the effectiveness of their recent features, this might be the first step towards the right direction.

Further, to add to Meta's launching AI for stories and posts, this article by Social Media Today last year states that "Reels videos don't currently sell for as much as those sold against regular posts and stories." This means that despite the increase in engagement and reach with the introduction of AI into Reels, they weren't generating the conversion that the advertisers wanted. Thus, as an obvious way to fix this problem, Meta now instead integrate AI into stories and posts. This move hopes to bring back conversion for the platforms, and keep their customers as well as investors happy. 


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