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Facebook and Instagram owner Meta to enable AI ad creation by end of next year

3 days ago
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The owner of Facebook and Instagram is to help advertisers to fully create and target campaigns using artificial intelligence tools by the end of next year, in a move that sent shock waves through the traditional marketing industry,Mark Zuckerberg’s Meta, which also owns WhatsApp, aims to directly target brands’ marketing budgets, posing a threat to the advertising and media agencies that handle client campaigns and budgets,The AI tools under development, first reported by the Wall Street Journal, will allow brands using Meta’s advertising platform to create ads using a product image and a planned marketing spend,Meta’s platform already offers some AI tools that allow advertisers to tweak existing ads before they appear on Facebook and Instagram,However, the new tools could disintermediate the traditional advertising creation, planning and buying roles played by agencies, as well as open up a long tail of advertisers with small budgets that cannot afford to retain marketing services companies.

The AI tools would create the entire ad – including imagery, video and text – and also target it to users in line with a client’s budget.Targeting such as geolocation would enable an advertisement for a holiday company, for example, to be tailored to offer deals specifically related to users’ likely destinations of interest.Investors quickly sold off some of the world’s largest marketing services as news of Meta’s planned AI rollout, which could significantly swell the $160bn (£118bn) the company already makes annually from advertising, emerged on Monday.Shares in WPP dropped 3% in early trading, while the French companies Publicis Groupe and Havas suffered 3.9% and 3% falls respectively.

Zuckerberg, who is heavily focused on driving AI-powered advertising, has referred to the development of new tools as “a redefinition of the category of advertising”.In April, Meta updated its outlook on spending for the next year with plans to invest between $64bn and $72bn in capital expenditure, including the cost of building out AI infrastructure.Sign up to Business TodayGet set for the working day – we'll point you to all the business news and analysis you need every morningafter newsletter promotionThe company had originally said it expected to spend up to $65bn in 2025.Meta has said that ramping up its AI capability for brands is not a move to kill off traditional agencies.“We believe in the future of agencies,” said Alex Schultz, the chief marketing officer and vice-president of analytics at Meta, in a recent post on LinkedIn.

“We believe AI will enable agencies and advertisers to focus precious time and resources on the creativity that matters.While we think there will ultimately be more automation in marketing, the role that agencies play is going to become ever more important through their ability to plan, execute and measure across platforms.”However, Schultz added that AI tools would help “level the playing field” for small and medium-sized businesses that do not have the time or financial scale to use agencies.“Millions of small businesses rely upon our platform to grow,” he said.“For these businesses who aren’t able to work with an agency, or don’t have time during their busy days to think about their creative or targeting, that’s where AI can help level the playing field.

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societySee all
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Contraception warning over weight-loss drugs after dozens of pregnancies

Women using weight-loss drugs have been urged to use effective contraception after dozens have reported becoming pregnant while taking the medication.The Medicines and Healthcare products Regulatory Agency (MHRA) has issued its first alert to the UK public regarding contraception and weight-loss medications after it received 40 reports relating to pregnancies while using drugs such as Ozempic, Wegovy and Mounjaro.Ozempic and Wegovy, which both contain semaglutide, work by mimicking a hormone called GLP-1 that triggers an increase in the production of insulin, slows the rate at which food is digested in the stomach and reduces appetite.Mounjaro, which contains the active ingredient tirzepatide, also acts on a second hormone involved in appetite and blood sugar control. Although these have been referred to as “weight-loss injections”, not all are authorised for weight loss

about 16 hours ago
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People with cancer face ‘ticking timebomb’ due to NHS staff shortages

People with cancer face a “ticking timebomb” of delays in getting diagnosed and treated because the NHS is too short-staffed to provide prompt care, senior doctors have warned.An NHS-wide shortage of radiologists and oncologists means patients are enduring long waits to have surgery, chemotherapy or radiotherapy and have a consultant review their care.Hold-ups lead to some people’s cancer spreading, which can reduce the chances of their treatment working and increase the risk of death, the Royal College of Radiologists (RCR) said.NHS cancer services are struggling to keep up with rising demand for tests, such as scans and X-rays, and treatment, created by the growing number of people getting the disease.Evidence the RCR collected from the heads of NHS cancer centres across the UK and the clinical directors of radiology departments shows that delays to potentially “life-saving” care occur because of “chronic” workforce gaps

about 22 hours ago
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Women and ethnic minorities less likely to be treated after diagnosis of deadly heart disease in England, study finds

Women, people from minority ethnic backgrounds, and those living in the most deprived areas of England are less likely to receive treatment after a diagnosis of a deadly heart disease, according to one of the largest studies of its kind.Researchers at the University of Leicester analysed data from almost 155,000 people diagnosed with aortic stenosis – a narrowing of the valve between the heart’s main pumping chamber and the main artery – between 2000 and 2022 across England, from a database of anonymised GP records.The study found that patients living in the most deprived areas were 7% less likely to be referred for secondary care after their diagnosis compared with patients in the least deprived areas, and 4% less likely to undergo a procedure to replace their aortic valve.The analysis, funded by the National Institute for Health and Care Research (NIHR) and presented at the British Cardiovascular Society conference in Manchester, also found that women were 11% less likely to be referred to secondary care, such as a hospital specialist, after their diagnosis than men. Women were also 39% less likely to have a procedure to replace their aortic valve

about 22 hours ago
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Rape victims can challenge CPS if cases dropped under pilot scheme

Victims of rape and serious sexual assault who face their cases being dropped by the Crown Prosecution Service will be given the right to request a review under a government pilot.The six-month scheme, which will launch on Friday in the West Midlands, will give victims the right to ask for their case to be reviewed by a different prosecutor if the CPS indicates it intends to offer no evidence.The reform is backed by the attorney general and solicitor general and forms part of the government’s pledge to halve violence against women and girls.Campaigners have long called for the change. Criminal cases can be stopped at any point if a prosecutor decides there is no longer a realistic prospect of conviction, but this reform strengthens the right of victims to challenge the decision

about 22 hours ago
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Free school meals extended but winter fuel changes could tax dead pensioners’ families

Bereaved families of tens of thousands of dead pensioners could be pursued by tax officials to recoup winter fuel payments under a new system being explored by the Treasury, the Guardian has learned.In a further attempt to win public support and quell Labour backbench concerns, ministers are announcing on Thursday that all pupils in England whose families claim universal credit will be eligible for free school meals under an expansion of the scheme.Rachel Reeves, the chancellor, confirmed on Wednesday that more pensioners will get winter fuel payments reinstated this year after weeks of uncertainty over the government’s decision to make a U-turn on scrapping the benefit.Ministers are looking at restoring the payments as a universal benefit and then recouping the money when high-income pensioners fill in their tax returns, as creating a new means test would be a highly complex option.However, government insiders are concerned about a time lag of at least six months between the payment of up to £300 being made and it then being clawed back

about 24 hours ago
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Police investigate heart surgery patient deaths at East Yorkshire hospital

Police have launched an investigation into the deaths of heart surgery patients at an East Yorkshire hospital.The investigation is focusing on transcatheter aortic valve implantation (TAVI) procedures carried out on elderly and frail patients at Castle Hill hospital, near Hull.There have been no arrests in connection with the investigation, which Humberside police said was in its “very early stages”.A BBC investigation found concerns had been raised about the deaths of 11 patients after the procedure to replace a damaged valve in the heart.It is a surgery used in people with heart disease who are not well enough for major heart surgery, as the heart does not need to be stopped, unlike in bypass surgery

1 day ago
sportSee all
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England line up Jofra Archer return for second Test against India

about 6 hours ago
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Djokovic has nowhere to hide against relentless Sinner in Paris showdown

about 6 hours ago
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Warrington pin hopes on Marc Sneyd to defy odds and inflict more final woe on Hull KR

about 7 hours ago
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New Queen’s tournament to offer equal prize money for women by 2029

about 9 hours ago
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Cleveland Browns clash with city over plan to move stadium to the suburbs

about 9 hours ago
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Bristol tap into class divide in bid to shock ‘posh’ rivals and title favourites Bath

about 9 hours ago