Meta has unveiled new AI chatbots and messaging tools aimed at enhancing business performance and engagement for brands at the Cannes Lions International Festival of Creativity.
AI Chatbots on Messenger
Meta introduced an AI chat feature built with Meta Llama 3 for businesses on Messenger. This tool helps customers purchase products and get support more easily. New business messaging tools allow for the creation, organization, and sending of paid marketing messages on Messenger. Additionally, the Threads API enables businesses and creators to share new content at scale.
Meta's AI investments have proven effective. A study with the University of Berkeley analyzed over one million ad campaigns in the US, revealing that for every dollar spent on Meta ads, businesses generate an average of $3.71 in revenue, a 12% increase in ROAS from 2022. Specifically, AI-powered Advantage+ Shopping Campaigns drove an average of $4.52 in revenue per dollar spent, with a 22% increase in ROAS for new users of the product.
AI tools are also helping businesses better assist customers and discover new products. For example, White Coat Manila saved 20% on customer support costs using AI on Messenger.
Paid Marketing Messages on Messenger and WhatsApp
Meta announced that select advertisers will soon be able to create, organize, and send paid marketing messages on Messenger using Ads Manager. This follows an update from the Conversations event, where businesses using Ads Manager to send marketing messages on WhatsApp can provide Meta with their subscriber list. Meta's AI systems will recommend the right subset of recipients based on desired outcomes, such as turning a lead into a conversion or generating awareness for a new product.
Scaling Threads for Businesses and Creators
Threads, with over 150 million monthly active users, is a growing space for connections. The new Threads API helps businesses and creators manage their presence at scale, making it easy to share engaging content from third-party applications. Supported features include authentication, publishing posts, fetching content, managing replies, and accessing media and account-level insights.
Meta also introduced a customizable web experience for businesses and creators to find and share inspiring content throughout the day, with real-time updates for pinned columns like favorite searches, saved posts, and notifications.
