In one interview exclusive to Stratecherythe finishing CEO, Mark Zuckerberghe presented his vision on the impact that artificial intelligence will have on digital experience and, especially, in the advertising business. Your star project is Goal AI, The new generative artificial intelligence app integrated in WhatsApp, Instagram, Messenger and is now available as an independent application.
The conversation, which took place shortly before the event Llamaacon And of the Meta Financial Financial Results, also addressed issues such as the commitment to Open Source models as Callsmetaverso, the role of messaging, the future of devices such as smart glasses, and the evolution of social media towards a more personalized and -based experience.
A personal assistant with advertising DNA
The new finish line seeks to create a personalized universal interface, integrated into the social platforms that already dominate the digital behavior of more than 3,000 million Internet users. The ambition: that users can interact with their “personal assistant” from WhatsApp, Messenger or Instagram Direct, and that this assistant understands its context, preferences and needs.
This integration also has enormous implications for the world of marketing. Meta plans that companies can Create advertising campaigns without the need to generate content or define audiences: It will be enough to connect your account, define a business objective and Let the AI take care of the rest. It is an evolution towards what Zuckerberg calls the “definitive business agent”, Able to design creativity, optimize targeting and measure results, all without human intervention.
“We are going to a system where businesses pay only for results, without having to produce creativity or segment audiences. Any company can tell us what its objective is, connect its bank account and we take care of generating sales, ”explains the creator of Facebook.” I think this will be huge; I think it represents A redefinition of the advertising category. So, if we think about the percentage of GDP that goes to advertising today, I anticipate that this percentage will increase. Because today, advertising is limited to: “Well, I'm going to buy an advertising fence or an ad …”
This approach Redefine what we understand by digital advertising and points to its growthespecially in markets where automation is still low. Moreover, open a new paradigm of ADS based on conversations and personalized interactionwith potential to shoot the conversions and facilitate the entry of small advertisers without previous experience.
Goal AI app: interface, voice and context
The independent app of Goal AI allows users interact with artificial intelligence both by text and voice, with an approach to natural and continuous interaction. One of its outstanding functions will be the possibility of asking the AI what you know about you, based on your activity on Facebook and Instagram, a way of making the algorithm transparent and allowing direct feedback.
This level of customization and contextual memory paves the way for a truly conversational advertising. Goal seeks to position this app like the more social and empathic alternative to chatgpt, with the differential of being integrated into the most popular communication platforms in the world.
In this sense, Zuckerberg insisted that true value is to enhance human connections and help users “be best friends.” The AI would not replace links, but it would reinforce themhelping for example to remember birthday, facilitate plans or even prepare difficult conversations, such as a kind of personal relationship coach.
From advertising to commercial messaging
Another strong axis of the interview was the monetization of the messaging channels. Applications such as WhatsApp or Messenger already have more than 100 million active businesses, but their potential is still far from what Zuckerberg considers possible. The AI will be key to replicating, on a global scale, what happens today in markets such as Thailand or Vietnam, where messaging represents up to 2% of GDP.
With the aid of goal AI, Any SME can count on a virtual agent who attends customers, closes sales and offers supportwithout costs until real results are generated. This Freemium Performance model could trigger the adoption of commercial messaging in the West, multiplying the goal income on this front.
Metaverso continues, but the glasses send
Although the AI was the dominant theme, Zuckerberg did not neglect the Metaverso and reality labs, The Meta Hardware Laboratory. He clarified that the company's vision continues to bet on a world where the physical and digital are integrated, but pointed out that the true protagonists will be smart glasses. For him, these devices will be the platform that will allow AI to see, hear and assist the user in real time.
In that framework, described the glasses as “the mobile of the future”while Virtual reality will be as “the TV of the future”more static leisure. Although there are still years for the marketing of Orionthe most advanced prototype of target glasses already shows the objective of this type of devices, which seek to achieve total integration between hardware and artificial intelligence.
Llama and the commitment to the Open Source
Zuckerberg also deepened about Callsthe family of Open target source AI models. Through its new flame API, goal will offer a reference implementation, not to compete in the Cloud business, but to guarantee stability, customization and low cost. This responds to a historical frustration with closed mobile platforms, such as Apple, which limited the development of innovative experiences within their ecosystems.
In Zuckerberg's words, Open Source is not only a philosophy, but a strategy target Build a community de developers, Gain influence and reduce costs In the long term. Thus, he hopes he will become the standard on which chips, infrastructure and applications are optimized in the future.
A return to purpose: connect people (and now IAS)
The interview closed with a reflection that connects all the issues that took place throughout the extensive conversation. Zuckerberg recognizes that, Although Facebook was born to connect people, today that connection occurs more in private messages than in public feedsand anticipates that the next phase will be to connect people with IAS. Not to replace links, but to accompany, attend and enrich human experience.
This vision marks a return to the original purpose, but updated with the technologies of the present. And, reflecting on the decision of the company's name change, it also explains why “goal” remains a successful term: because it encompasses all connection layers, from chats and contents to augmented realities and artificial intelligences.
Photo: Depositphotos
