By Kayla DeKraker
Meta Platforms may soon become the world’s biggest digital advertising company, surpassing Google for the first time.
Experts predict that this year, Meta could earn slightly more in net ad revenue than Google, reaching $243.46 billion to pass by Google’s $239.54 billion.
While Google has long been the leader in digital ads, Meta’s use of artificial intelligence gives it a competitive edge.
The company has created tools that help businesses run ads more easily and effectively. These tools can automatically find the right audience and improve results, leading more companies to choose to spend their money on Meta’s services. Meta has also successfully monetized newer platforms like Reels, Threads and WhatsApp, turning them into powerful advertising channels. These innovations have helped boost Meta’s projected growth rate to over 24%, much higher than Google’s expected growth of around 12%
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“In surpassing Google, Meta has essentially had many of its core strategies validated,” explained Max Willens, principal analyst an Emarketer.
Along with boosting ad revenue, Meta improves its AI for users too, announcing some major updates to its Meta AI earlier this month, including include “smarter responses, shopping, local recommendations and more.”
Users called the update “amazing” in the comment section, with others adding that they “Can’t wait to test” the features out.
The company launched Muse Spark recently, too, “an advanced AI model that it claims can estimate the calories in a meal from a photo and plan a family holiday by completing various tasks such as writing up a travel itinerary and searching for child-friendly activities simultaneously,” The Guardian said.
Meta will also use AI to “clone” CEO Mark Zuckerberg so the company’s 79,000 employees have access to the CEO.
The Guardian reported, “The AI clone of Zuckerberg, Meta’s founder and chief executive, is being trained on his mannerisms and tone as well as his public statements and thoughts on company strategy.”
“The rationale behind the project, according to the Financial Times, is that employees could feel more connected to one of the most powerful people in Silicon Valley,” the outlet explained.
“When you add realistic AI video and voice, engagement and retention go up significantly,” said a spokesperson for Synthesia, a startup that makes realistic video avatars. “People work better when the information they need is delivered by a familiar face or voice.”
It doesn’t look like Meta’s lead in the AI race will slow down anytime soon.
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