Meta, the parent company of popular social media platforms like Facebook and Instagram, has launched its first AI-driven ad targeting program for businesses on WhatsApp. This move marks a significant shift for the encrypted messaging service, which has long prioritized user privacy.
CEO Mark Zuckerberg announced the new tools at a conference in Brazil, showcasing how businesses can now utilize targeted advertising on WhatsApp. This development comes as Meta aims to generate revenue from the chat service, which has not contributed significantly to the company’s overall earnings despite its massive user base.
The AI tools will leverage user behavior on Facebook and Instagram to target messages to customers most likely to engage with them. This personalized approach is a departure from the previous blunt messaging tools available on WhatsApp, offering businesses a more effective way to reach their target audience.
In addition to the AI-driven ad targeting program, Meta also introduced a new AI chatbot for businesses to handle customer inquiries directly within the chat. This automation of communication services aligns with Zuckerberg’s vision of businesses outsourcing their customer interactions to automated tools.
Furthermore, Meta announced the integration of Brazil’s popular digital payment method, PIX, into WhatsApp’s payment tool in the country. This move demonstrates Meta’s commitment to expanding WhatsApp’s capabilities and monetizing the platform through innovative features like AI-driven advertising and seamless payment options.
