Meta CEO Mark Zuckerberg has, for the first time, openly announced plans to radically transform the advertising market with generative AI. In an interview with Stratechery , he outlined a future in which businesses only need to inform Meta of their goals and connect a bank account—everything else, from creating copy and images to targeting and performance analysis, will be handled by AI.
The scale of the plan is particularly impressive—Meta intends to generate an unlimited number of ad creatives, tailoring them to each client’s needs. According to Zuckerberg, the company is preparing for an era when businesses will no longer need to develop creative concepts or analyze audiences themselves, as all this work will be done automatically.
The advertising industry’s reaction was swift—leading players expressed serious concerns about the new model of cooperation with the platform. Some agency executives emphasize that trust in results generated by the platform itself could become a pressing issue, as clients are reluctant to rely on effectiveness assessments made without external oversight.
Nevertheless, for small businesses lacking resources for expensive ad campaigns, generative AI capabilities could open new paths to audiences. However, it is clear that implementing such a model will lead to significant changes throughout the advertising ecosystem—from the role of creative agencies to the ways of interacting with platforms.
