Despite being relatively quiet thus far in the AI arms race, Meta has now announced its plans to incorporate generative AI into ad creation for its platforms by the end of the year. Not only this, the company’s new ‘generative AI team’ has become one of its busiest departments, and is reportedly the main focus of CEO Mark Zuckerberg.

Speaking to Nikkei Asia, Andrew Bosworth, Meta’s Chief Technology Officer, disclosed that Meta has been hard at work to develop proprietary generative AI tools, and they expect to commercialise these by December this year.

One way that these tools will be used is advertising. Bosworth stated that advertisers will be able to explore a new world of opportunity, as AI tools will allow them to generate  hyper-personalised campaigns that display different images to different users, based on preferences, to increase responses to ads, and drive conversions.

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