Meta continues its AI push, unveiling innovative tools at the Cannes Lions International Festival of Creativity, including an AI-driven Messenger chatbot and a Threads platform API. These announcements are part of Meta’s ongoing efforts to enhance business messaging solutions and improve advertiser engagement through artificial intelligence.
The AI-powered Messenger chatbot, one of the highlights of Meta’s presentation, leverages the Llama 3 AI interface to deliver more natural and engaging responses to customer inquiries. This tool aims to improve customer interactions by moving beyond canned responses, allowing businesses to better manage their communication flow with consumers. Meta’s goal is to streamline customer service while keeping the human element accessible. Customers will always have the option to request assistance from a live agent, and businesses can jump into the conversation at any time.
In addition to the chatbot, Meta is also introducing new business messaging tools to help advertisers deliver paid marketing messages directly through Messenger. These tools will allow businesses to share product information and promotions via the Meta Business Suite, and consumers can initiate chats through a “click to message” ad or the “Send Message” button on a Facebook page. The new features will soon be available to select advertisers, and Meta plans to expand these capabilities in the coming months.
Meta also emphasized the value of its AI-powered advertising tools. The company reported a return on ad spend (ROAS) of $3.71 for every dollar spent on its platforms. When advertisers used Meta’s Advantage+ Shopping products, the average ROAS increased to $4.52. These numbers demonstrate Meta’s ongoing commitment to helping businesses maximize their marketing investments using AI.
The introduction of the Threads API marks another significant development for Meta’s platform ecosystem. With over 150 million monthly active users, Threads now allows businesses and creators to share content at scale using third-party applications. The API will enable users to authenticate, publish posts, and interact with their audience more efficiently. In addition, it will offer tools to monitor post engagement, set reply controls, and analyze key metrics like views, likes, and replies.
The Threads API is designed to give creators and businesses more control over their content strategy, allowing them to streamline their operations across multiple platforms. This API is expected to help brands and influencers maintain a stronger connection with their communities while leveraging advanced analytics to inform their content decisions.
These announcements signal Meta’s increasing focus on AI-driven solutions that enhance both customer service and advertising efficiency. As the company continues to develop its tools, brands and businesses will have more opportunities to engage consumers across Meta’s platforms in innovative ways.
For more details on Meta’s latest advancements, visit the full report on Marketing Dive.
