Mark Zuckerberg revealed his ambition to use AI to replace the entire traditional advertising process, making industry insiders concerned about transparency and harmful content.

In a recent interview with Stratechery technology expert Ben Thompson, Mark Zuckerberg, Meta CEO revealed his ambitious vision to use AI to change the entire way the advertising industry works today.

According to Zuckerberg, Meta is getting closer to fully automating the creative process.

“We have made significant progress in improving AI targeting. But now, we’re thinking about the ads themselves. What if you could produce an infinite amount of content,” Zuckerberg said.

This shows that Meta’s future direction is to automatically generate photos, videos, text content and self-optimize ads through AI. Zuckerberg envisions a future where businesses only need to provide business goals and connect bank accounts.

Meta will take care of the entire rest of the process, from content creation, optimization, measurement to ad delivery. All stages are handled by AI, without the need for demographic data, manual campaigns, or specialized advertising teams.

This vision is called “infinite creativity” by the tech world. A model in which AI creates, deploys, evaluates, and reproduces ad content based on actual performance, completely eliminating the role of traditional creative companies.

However, Zuckerberg’s statement was met with backlash from the media and advertising. A senior executive in the digital advertising sector said brand safety is still a major issue, so letting Meta create and optimize content is a concern.

In addition, the social networking giant’s suggestion that businesses “only need to read the results provided by them” makes many people doubt transparency when very few customers can trust the results that the platform evaluates on its own.

Meanwhile, others believe that this is how Meta is gradually eliminating intermediary advertising partners.

Currently, Meta still profits greatly from small businesses, who do not have enough budget for large-scale advertising campaigns. Therefore, innovative AI can help this group of customers achieve high efficiency. However, one thing is certain, the development of AI is pushing the advertising industry into a period of profound change with unpredictable consequences.

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