Meta made a splash at the Cannes Lions International Festival of Creativity, introducing a suite of new AI-powered tools aimed at transforming digital messaging and advertising. The company showcased an advanced AI chatbot for Messenger and a new API for its Threads platform, marking a significant leap in its AI-driven business solutions.

The standout feature of Meta’s announcement is the AI-powered chatbot integrated into Messenger. Utilizing Meta’s Llama 3 AI interface, this new chatbot is designed to engage with users in a more natural and interactive manner. It promises to enhance customer service by providing more fluid and personalized responses to common inquiries. Advertisers will also benefit from new tools that facilitate sending paid marketing messages through Messenger, boosting engagement with potential customers.

In addition to the Messenger chatbot, Meta introduced a new API for its Threads platform, which now boasts over 150 million monthly active users. This API will allow businesses and creators to efficiently manage content sharing, interact with their audience, and analyze engagement metrics. It supports integration with third-party applications, enabling a seamless experience for users and expanding the platform’s functionality.

Meta emphasized the potential of generative AI in improving return on ad spend (ROAS). The company reported that campaigns using its AI-powered Advantage+ Shopping tools achieved an average ROAS of $4.52 per dollar spent, compared to $3.71 for standard ads. This underscores the growing importance of AI in maximizing advertising effectiveness.

The new Messenger features include the ability for businesses to initiate chats through ads, Facebook pages, or organic interactions, with AI-generated responses enhancing user engagement. Businesses can also manage and send paid marketing messages via Meta’s Ads Manager, which will soon be available to select advertisers. Additionally, Meta’s Ads Manager will leverage AI to optimize recipient targeting based on advertiser goals.

For further details on Meta’s innovations, visit Marketing Dive.