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Meta’s Layoff Aftermath: The Rising Role of AI in Advertising
AI in advertising is getting huge. Meta is sending ripples through the advertising industry with their decision to downsize its workforce by 20,000 employees last year. This has led to a fundamental shift in how advertisers interact with the platform. Meta is moving from human-driven account management teams to more automated, AI-centric ones. Advertisers now have a new reality with reduced human contact and more AI in advertising. And this has many challenges.
AI in Advertising = More Automation
Historically, large advertisers on Meta platforms enjoyed the luxury of dedicated account teams. These teams provided personalized support with strategic advice tailored to local, regional, and global marketing initiatives. However, Meta has significantly reduced the size of these teams to be more efficient. This has left many advertisers feeling underserved and disconnected.
Meta has also introduced their Advantage Plus product, allowing advertisers to automate their campaign processes. This comes with more efficiency and time-saving. However, there’s less direct control over campaigns and fewer analytics and insights.
