with AIs will be another signal we use to improve people’s experience,” the company said in its announcement.

With this move, Meta is operating by the same playbook that it always has: utilizing every tool at its disposal to target advertising to a T, and thereby rake in as much cash as possible. In the most recent quarter, the company’s ad revenue totaled nearly $46.6 billion, representing an increase of over 18% from the same quarter in the previous year.

With fears of an AI bubble creeping in, the stakes are growing higher. Companies are investing billions in developing massive AI models, with little evidence of return on investment. Meta noted in its July earnings call that its expenses are expected to range between $114 billion and $118 billion for 2025 and increase above this for 2026, primarily due to investments in AI. 

This isn’t the first time Meta has sought to incorporate AI into its digital ad playbook. The company began rolling out some generative features in its Ads Manager back in 2023, and said this past summer that it’s working on an AI tool to create entire ad campaigns from scratch. Still, it’s unclear whether these additions will be fruitful enough to make these models worth the price tag.