WhatsApp’s Meta introduces advanced AI tools for businesses

Meta, the parent company of popular social media platforms like Facebook and Instagram, has made a significant move by launching its first AI-driven ad targeting program for businesses on WhatsApp. This announcement was made by CEO Mark Zuckerberg during a conference in Brazil.

WhatsApp, known for its strong emphasis on privacy, has traditionally avoided targeted advertising tools. However, with Meta’s new AI tools, businesses can now optimize ad delivery to users most likely to engage, based on their behavior on Facebook and Instagram. This marks a shift for WhatsApp, which has been gradually introducing commerce and payment features on the app in recent years.

Guilherme Horn, WhatsApp’s head of strategic markets, highlighted the importance of these AI tools for businesses, as they allow for more targeted and effective messaging to users who are receptive to them. Meta has been focusing on monetizing WhatsApp, its largest app in terms of daily users, and these new tools are a step towards generating revenue from the platform.

In addition to the AI-driven ad targeting program, Meta also introduced a new AI chatbot for businesses to handle inquiries directly in chat. The company is aiming to encourage businesses to use automated tools for communication, streamlining customer service and engagement.

Furthermore, Meta announced the addition of Brazil’s popular digital payment method, PIX, to its WhatsApp payment tool in the country. This move aligns with Meta’s strategy to enhance the payment services offered on WhatsApp, following similar initiatives in India.

Overall, Meta’s latest developments on WhatsApp demonstrate the company’s commitment to leveraging AI and innovative tools to enhance user experience and drive revenue growth on the platform.