Meta Platforms' social media ads have seen an average 32% increase in ROI thanks to the involvement of artificial intelligence (AI). Nicola Mendelsohn, who leads the Global Business Group team at the firm, told Bloomberg in an interview at the World Economic Forum (WEF) in Davos.
Mendelsohn said ads using AI have reduced spending in client and customer acquisition by about 17%. They have also made the process of creating campaigns significantly easier, according to her. Whereas before, preparing a campaign required 15 to 30 steps, she said it can now be done with a click of a button.
Last year, Meta introduced generative AI tools for advertisers with features that allow them to create images and text faster and estimate the success of ads. Bloomberg ties the move to the company's broader efforts to improve performance and compensate for the loss of ad targeting data that Meta lost after Apple's privacy changes.