During Meta’s Q2 earnings call, Mark Zuckerberg had an interesting soundbite about advertising and AI.

AI Powered Targeting and Creative

He talked about how targeting has evolved thanks to AI and automation. Moving from advertisers defining the audience they wanted to reach to the ads system doing it for them — and often doing it better than the advertiser could.

We’ve seen examples of this with audience expansion, Advantage+ Audience, and Advantage+ Shopping Campaigns. While not perfect, algorithmic targeting has been more effective than advertiser-directed targeting on average.

He went on to say that advertisers still need to develop the creative, and that AI will be able to do that for them in the coming years.

While AI enhancements and generation are making their way into ad creation now, he’s clearly anticipating something much more involved.

The Future Campaign

And then this quote:

Over the longer term, advertisers will basically just be able to tell us a business objective and a budget, and we’re going to do the rest for them.

Is this an exaggeration or does he mean it literally? Could Meta seriously generate an entire campaign, including the ads, with minimal input from the advertiser? And could it be more effective than what advertisers create manually?

Zuckerberg said we’ll get there incrementally over time, so it’s not right around the corner. But it’s interesting to think about.

A campaign created completely by AI, including the ads? We might be heading in that direction, but I still have my doubts. It just feels like there are inputs that can’t be skipped. And if every campaign is AI-generated, what are the levers that help you stand out and win the auction?

What do you think?

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