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Meta Unveils Marketing AI Chatbots

At the Cannes Lions International Festival of Creativity, Meta 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. This tool is designed to assist businesses in providing swift and accurate responses to customer inquiries, significantly reducing 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. This cost-saving allows businesses to allocate more resources towards growth and expansion.

AI chatbots, if used well, can 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.

The new messaging feature mirrors the capabilities recently introduced for WhatsApp, enabling 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.

Threads API for Businesses and Creators

Meta also unveiled the Threads API, allowing businesses and creators to manage their presence on Threads at scale, much as with Instagram and Facebook.

Nicola Mendelsohn, Head of Global Business Group, June 2024

“We also recently introduced a new web experience that businesses and creators can customize to easily find inspiring content and share throughout the day. They can pin columns for their favorites searches or accounts, saved posts, notifications, and more; and have them update in real-time.”

With more than 150 million monthly active users now on Threads, this tool is poised to help businesses and creators connect with their audience more effectively and efficiently. The new API supports features such as post authentication, reply management, and real-time updates, making it easier to maintain an active and engaging presence on the platform.

Driving Performance with Generative AI

Meta has recently rolled out enhanced ad creative generative AI features, including full image and text generation.

These tools have already shown promising results, with brands like Unilever’s Living Proof seeing a 15% improvement in Cost per Purchase (CPP), an 18% increase in Total Purchase Volume, and a 13% increase in Click-through Rate (CTR).

Similarly, Press Healthfoods achieved a 33% lower Cost per Action (CPA) by leveraging Meta’s generative AI capabilities to diversify their ad creatives.

Generative AI helps businesses whip up a variety of ads quickly and efficiently, tailored to different audience segments with personalised messages and visuals. It boosts the creative quality of ads while cutting down the time and cost of traditional ad production.

With automated high-quality content creation, businesses can keep their presence fresh and engaging across Meta’s platforms, constantly grabbing their target audience’s attention. Plus, AI-driven creative tools optimise ads for better performance, making it more likely to hit marketing goals.

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