Zuckerberg is rear: the AI ​​does not replace the agencies, will enhance them

In May of this year, Mark Zuckerberg launched a forceful message to the world of advertising: announced a future in which the artificial intelligence Not only would I create the ads, but it could also be responsible for managing brand actions and measuring their results. Their statements did not like the agencies, which they saw in the commitment of the meta founder a threat to the business model.

However, in his recent “Agency Summit goal” in New York, The company clarified the situation by emphasizing that the agencies are not expendable, but strategic allies. In this way, goal is willing to redefine their relationship with them, offering support toolsfree training and new growth opportunities within its digital ecosystem.

Among the initiatives, the Marketplace of Instagram creatorshe Advertisement Center for Associates and the Free coupons delivery To access the courses of Blueprintthe official certification of goal for advertising on Instagram and WhatsApp.

For many executives in the sector, the meeting meant an important change in the speech of Zuckerberg. Because the American businessman made it clear that the idea is not to replace the agencies, but to give them A variety of tools to work better and more efficient.

AI as an income engine

But what role has AI had with advertising? In 2024, 97% of target revenues came from advertisingwith a growth of 21% in the second quarter and is due to artificial intelligence. This source of income finances the company’s investments in chips, data centers and new applications based on virtual technology.

The tools like Advantage+ or the systems of Discovery of creators They already allow advertisers to establish objectives and let the AI ​​take care of the rest. But these new actions force agencies to adapt, making them key parts for compilation and They are responsible for data management.

Data strategy: The new battlefield

The goal system works best with advertisers that provide Complete and quality data. Therefore, agencies have become a fundamental support: help to collect and organize that information so that advertising campaigns have better results. According to some specialists, despite the irruption of AI, agencies are essential and necessary in the future.

At the same time, Goal is hiring new profiles dedicated to working directly with agencies, as responsible for alliances and training. With this, the company makes it clear that it seeks to maintain a close relationship with the sector, even while advancing in automation with artificial intelligence.

«In the not too distant future, We want any company to simply tell us what goal is trying to achievehow much is willing to pay, connect your bank account and then we will make the rest, ”said Zuckerberg at the June meeting as confirmed Adweek. The businessman surprised the professionals in the sector, although he then clarified his words by ensuring that AI is designed to support the agencies, not to replace them.