At the Cannes Lions International Festival of Creativity this week, Meta has introduced a suite of AI-driven tools designed to enhance business growth, engagement on Threads, and unlock creativity.

AI Chatbots on Messenger

One of the highlights is the introduction of AI chat features on Messenger, built with Meta’s latest large language model, LLaMa 3.

Designed to assist businesses in providing swift and accurate responses to customer inquiries, the tool significantly reduces the burden on customer service teams. For instance, White Coat Manila, a medical apparel company in the Philippines, reported a 20% reduction in customer support costs after implementing this AI feature.

AI chatbots handle a vast array of common customer inquiries, providing instant responses that enhance customer satisfaction and free up human agents for more complex tasks.

Businesses can integrate these chatbots seamlessly into their existing Messenger infrastructure, enabling a smooth transition to AI-assisted customer service. Additionally, the AI’s ability to learn and adapt to new questions over time ensures continuous improvement in response accuracy and relevance.

Paid Marketing Messages on Messenger

Another significant update is the ability for select advertisers to create, organise, and send paid marketing messages on Messenger.

Mirroring the capabilities recently introduced for WhatsApp, the new feature enables businesses to send personalised updates like back-in-stock alerts and holiday discounts to customers who have opted-in.

The integration of AI into these messaging tools ensures that messages are targeted effectively, enhancing the likelihood of conversions. Paid marketing messages on Messenger allow businesses to engage with customers in a more direct and personal manner, fostering stronger relationships and driving repeat purchases.

Advertisers can use detailed customer data to craft highly personalised messages that resonate with individual preferences and behaviours. This approach not only increases the effectiveness of marketing campaigns but also builds trust and loyalty among customers who appreciate the tailored communication.

Furthermore, the use of AI in these messaging tools helps in identifying the optimal times and frequencies for sending messages, maximising their impact and reducing the risk of message fatigue.

AI Creative Tools are Rolling Out

Meta’s latest release follows hot on the heels of new AI ad products announced in May.

Nicola Mendelsohn, Head of Global Business Group, June 2024

“We’ve also recently started to roll out enhanced ad creative generative AI features for advertisers, such as full image and text generation, and introduced additional tools and services to help businesses like yours grow.

And advertisers are already seeing performance gains from these new features.”

According to Meta, Unilever’s Living Proof brand used Meta’s new generative AI image and text generation and obtained:

• 15% improvement in Cost per Purchase (CPP),
• 18% increase in Total Purchase Volume.
• 13% increase in Click-through Rate (CTR).

When Press Healthfoods started using Meta’s new generative AI image generation and text generation features to drive greater creative diversity, they were able to drive a 33% lower Cost per Action (CPA).

Threads API for Businesses and Creators

Meta also unveiled the Threads API for businesses and creators to manage their presence on Threads at scale.

With more than 150 million monthly active users on Threads, the tool is poised to help businesses and creators connect with their audience more effectively and efficiently.

The API’s integration with third-party applications provides flexibility and convenience for businesses looking to manage their Threads activity alongside other social media platforms.