Towards 100% automated advertising: will a deadly stab to the agencies go a goal?

There was a time (not too distant) in which he put his own future to metovers. It was, in fact, his commitment to this technology that led to the company led by Mark Zuckerberg (which at that time still responded to the denomination of Facebook) changed its name to the finish line in October 2021. Four years later the euphoria that metaverso inspired at that time the Facebook matrix and Instagram has been completely evaporated. Currently the true goal obsession is artificial intelligence (AI), a technology in which the American multinational is investing, not in vain, at full hands.

Only during this target year will make a disbursement of between 64,000 and 72,000 million dollars in fashion technology (And most of this huge amount of money will be engulfed by the construction of new data centers). Zuckerberg would also be offering engineers and experts in annual salaries of up to nine figures with the last objective of recruiting the best talent for an ambitious project whose last goal is to create a “superintelligence.”

Betting on the goal aspiring that the platforms that are part of their porpholio win in efficiency and can eventually be completely automated in the future, also when it comes to lighting advertising campaigns.

The company led by Mark Zuckerberg aspires that the creation of advertisements be 100% automated in its domains at the end of 2026. The goal objective would be to provide advertisers with the possibility of creating and segmenting ads entirely with the support of the AI. And the ambitious plans of the American multinational, which in the words of Zuckerberg himself ambition “completely redefine advertising”, would apparently crystallize at the end of next year.

Meta plans that the creation of ads is 100% automated in the late 2026

The Copernican turn that Meta wants to promote in the advertising industry with the invaluable help of automation has soliviant, how could it be otherwise, to the agencieswho feel that Zuckerberg has somehow declared war and that, in fact, to annihilate them completely on the battlefield.

Given the criticisms that the finish lines to completely automate advertising (and redefine it thus to the dessert forever) have raised among those who develop professionally in the agencies Alex Schultz, how of the company, had to go out at the forefront to try to calm the waters and ensure that the Facebook and Instagram matrix “believes in the future of the agencies.” “The role of creativity is more important today than ever”Schultz said, while highlighting that of advertising automation would benefit above all and above all the small businesses that, due to the modesty of their advertising budgets, cannot afford the luxury of hiring the services of advertising agencies and media agencies.

In Cannes Lions Meta also struggled to file roughness with the advertising industry with the presentation of new tools that on paper are emerging as extraordinarily useful for both advertisers and agencies. In the future brands may, for example, integrate AI agents into their ads to achieve direct communication with the consumer simply clicking on a button.

With the support of the Meta, it also wants the texts of the ads can be customized according to the characteristics of the “target” and also translated into ten different languages. Through its commitment to the the goal, it hopes to increase the return of advertising investment by 22% and also achieve an increase of 5% in conversion ratios.

It is clear that advertising automation plays a very important role in the plans for the goal of Meta, but how does the advertisement of the company contemplate the advertising? Among the advertisers, many of whom have been betting for years for In-House advertising, the commitment of the goal for advertising automation is inevitably interesting and only underpin a strategy that will be translated in the long run in a notable cut of expenses (crucial at a time like the current one in which black clouds are switched on in the horizon).

With much less benevolence contemplate the finishing plans the media agencieswhich criticize the opacity of automated systems such as Advantage+ and insist on putting the value of a truly independent “expertise” when it comes to undertaking the purchase and media planning. Creative agencies are also quite criticalwhich emphasizes that the best advertising (that capable of exciteing the consumer) will continue in the future carrying the rubric of people of flesh and blood.

Meta plans house a lot

«The finish line will not create, but will be limited to replicate. Synthesize instead of creating and not designing, but will condense thousands of different designs. Thus and all, and despite not creating said, the goal will be in a position to light effective creativity in seconds and such creatives can also be climbed with a hard time, ”says Matthias Schrader, CEO of the Digital Digital Agency.

97% of the global finishing line is currently anchors in advertising and the fact of integrating AI for the creation of advertisements from scratch could potentially attract more advertisers, particularly those who do not feel too comfortable with the creation of campaigns (for not having enough resources). And it is these types of advertisers who soon have more ballots of throwing themselves in the arms of the automation raised to the maximum power proposed in their approach to advertising. Those brands that have more baggy budgets will also bet on automation when advertising, but they will not be played foreseebly all to the AI ​​letter. Creativity, the main raw material from which advertising is nourished, is, after all, deeply human and in its most excellent aspect it is difficult to replace the AI.

In addition, and although Meta manages to effectively automate 100% the advertising that lands on its platforms, They do not seem that their plans will condemn the irrelevance to the agencies (At least for now), since the ads dwell in multiple different habitats, many of which are oblivious to the field of influence of the Mark Zuckerberg company.