AI 'nightmare' on Meta ecosystem

Mark Zuckerberg reveals his ambition to change the advertising industry with AI. Photo: Passionfru.it .

Speaking on stage at Stripe’s annual Sessions conference in San Francisco on May 6, Zuckerberg laid out his plan to automate the entire advertising industry, with a “black box” of AI running the entire process from start to finish.

A key component of this product is the delivery of thousands of “test” ads to Facebook, Instagram and Threads users. Accordingly, AI operates from the idea generation, content writing, image/ video design, testing, performance optimization… until the ad is distributed in the required quantity.

The goal, Zuckerberg said, is to satisfy any business, whatever its needs, and whatever it is willing to spend to achieve that result. “In a way, this is a business results machine. I think it will be one of the most important and valuable systems ever built,” he said.

If this hypothetical “machine” is anything like he envisioned on Ben Thompson’s Stratechery podcast last week, it would have a huge impact on the advertising industry. Creative ad agencies would still exist. But their role would be greatly diminished, at least in terms of content creation.

During the Sessions event, Zuckerberg confirmed that many of Meta’s ad tools have been built with generative AI capabilities. The functionality is so sophisticated that the company no longer even encourages customers to specify the demographics they want to target.

Meta’s tools, he says, can find interested users better than human advertisers. The logical next step is to apply this data-driven optimization to content creation. “We can create about 4,000 different versions of a creative and then test it and see which one performs best,” Zuckerberg says.

This solution may be attractive to businesses. However, the problem with AI advertising lies in the user experience on Meta’s platforms, especially in a world that is already flooded with AI-generated junk.

Meta AI's blue-purple circle is densely packed across platforms.

Meta AI was launched in October 2024. By early 2025, users had begun to notice its presence. The blue-purple circles were everywhere, appearing in posts, comments, and private messages. The Guardian reporter Polly Hudson said she was obsessed with them and led a movement to boycott Meta AI.

The company also recently launched a social network dedicated to AI content, where users can share their ideas and commands. The Verge commented that the platform is like a poster of all the complaints people have about AI, with content that is repetitive, boring, or fault-finding.

According to Techcrunch , this proves that Meta is a business platform, users are the product and customers are the advertisers. Now, this ecosystem is about to form another layer of AI-powered spam content.

The advertising industry has also shown mixed views on Zuckerberg’s ethical ambitions. In October 2024, more than 11,000 creators signed an open letter condemning the use of human-generated work to train AI systems.

On the other hand, many creatives and advertising executives believe that AI tools will threaten their livelihoods. Johnny Hornby, founder of advertising agency The&Partnership, published an editorial on May 6, arguing that building a successful brand campaign is still a distinctly human job.

Source: https://znews.vn/con-ac-mong-ai-tren-he-sinh-thai-meta-post1551838.html