If you already consider ChatGPT a revolution in content creation, prepare to see how Meta and Google are about to expand access to Artificial Intelligence (AI) tools to billions of people worldwide. At the Think Google 2024 event, Google announced the integration of AI into its 15 main platforms, impacting over 3 billion users in services such as Gmail and YouTube. Simultaneously, Meta AI promises to transform user interactions on Facebook, Instagram, Messenger, and WhatsApp, reaching billions around the world.
In a scenario dominated by technology, content production is an indispensable part of the main marketing strategies, and we can expect that the adoption of AI use in companies and marketing will quickly reach 100%. In this way, these tools will consolidate as essential in the creation, customization, and distribution of content.
In a process of incorporating Artificial Intelligence into all its services and developing 'super artificial intelligence,' Mark Zuckerberg, CEO of Meta, states:
"We are creating a new high-level product group at Meta focused on generative AI to boost our work in this area. We have a lot of fundamental work to do before we get to the truly futuristic experiences, but I'm excited about all the new things we'll build along the way."
Discover 10 innovations from Google and Meta that promise to change the game in social media consumption and content production:
AI on YouTube: Google is transforming content creation on YouTube through artificial intelligence, making it easier to produce more captivating and personalized videos. With predictive analytics tools, creators will better understand their audience and optimize their videos to increase engagement.
AI in WhatsApp groups: As reported by the official app site, you will be able to activate @MetaAI in your group conversations on WhatsApp to get advice or answers to your questions. Both your messages directed at Meta AI and the responses generated by it will be visible to all group members. Meta AI only reads and responds to messages that include the @Meta AI mention, ensuring that other messages in the conversation remain private. It is important to note that it is not yet available in all countries, but we will leave a tutorial at the end of the list, in case it is released soon.
Data collection in a world without cookies: The imminent end of third-party cookies is forcing brands to reinvent data collection. Google is already incorporating AI tools to assist with 'first-party' data to build effective, customer-centered communication while maintaining trust and maximizing campaign effectiveness.
Personalization and Ad Creation with AI: In a world where consumers have more power and seek personalization, Google Ads uses AI to adjust content and develop more targeted and efficient advertisements. This innovation marks a significant advance in ad creation, enhancing their relevance and impact. The right content for the right person at the right time!
Optimization in Google Tools and Programmatic Media: Artificial Intelligence is revolutionizing programmatic media through Google tools that automate and enhance ad buying in real-time. This not only increases campaign efficiency but also provides a more detailed understanding of consumer behavior, facilitating rapid adjustments to maximize return on investment (ROI).
AI in Google and Meta Photos: Google Photos uses AI to create automatic albums, collages, and videos based on user photos. In the new features revealed by Meta, the new Backdrop function will allow changing the background of photographs as simply as in Photoshop Beta. Just select the background and type a text command with what you want to see in the image.
AI for creating Stickers on Meta's social networks: Meta's social apps will integrate technologies from the LLaMA 2 and Emu models for the agile creation of stickers. This feature will be available on Instagram, Messenger, Facebook Stories, and WhatsApp.
Chatbots with Personalities on Meta's social networks: In addition to the main chatbot, Meta AI is accompanied by 28 other chatbots, each with a unique personality, including some portrayed by celebrities such as Snoop Dogg, Tom Brady, and Paris Hilton. These bots, which feature distinct voices and visuals, will initially be launched only in the United States.
Translation on Meta's social networks: Meta introduced a new artificial intelligence capable of translating among approximately 100 languages. Called SeamlessM4T, which stands for 'Massively Multilingual & Multimodal Machine Translation,' this technology is available in open source and can translate both text and speech. However, the tool is currently available exclusively to researchers, without a commercial use license.
Google Vision AI: is an artificial intelligence service offered by Google Cloud Platform, providing advanced computer vision capabilities for analyzing and interpreting images and videos. It allows developers and businesses to integrate visual intelligence into applications and systems, automating processes and extracting insights from images and videos to enhance the user experience in various scenarios.
If all these tools are already available in 2024, although some in beta phase, we can affirm that the influence of Artificial Intelligence on digital marketing within these tools will be huge.
Recently, a market research conducted by Botco.ai, a leading company in cloud chat communications with Artificial Intelligence, interviewed more than 1,000 marketing professionals in various sectors revealing impressive insights: B2B companies lead the adoption of artificial intelligences in marketing.
73% are already using generative AI to enhance content creation, ranging from text to images and videos. The results were particularly intriguing as they highlighted that B2B companies lead with an AI adoption rate of 78%, while B2C companies closely follow with 65% in the use of AI.
For marketing professionals looking to explore the AI tools offered by Meta and Google, there are several options available, just access their official websites. These platforms offer powerful resources that can boost the success of brands and campaigns. The use of these AI services in the short to medium term may be the key to the growth and popularization of many brands.
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