Meta’s Nicola Mendelsohn: ‘AI isn’t changing creativity, it’s scaling it’

Speaking to The Drum simply after unveiling 11 new Meta options for advertisers, Mendelsohn used to be bullish on what the corporate’s long-term funding in AI manner for the business: “The advancements we’re seeing with AI and generative AI are fantastic, especially when it comes to advertising. But this isn’t new for Meta. We’ve been using it since the earliest days of Feed.”

And it’s paying off. She pointed to Meta’s Advantage+ Sales Campaigns, now turning in a 20% spice up in ROAS on reasonable. “That’s significant. We’re becoming more efficient in how we deliver returns for advertisers and how we get messages in front of the right people.”

But this 12 months, it’s the ingenious aspect of the AI tale she’s maximum fascinated about – from computerized advert personas and multi-language reproduction era to the release of absolutely customizable CTA stickers. “Agencies have been asking us for that for a long time,” she stated.

Still, she’s transparent AI isn’t changing ingenious paintings – simply unlocking extra of it. “This is about doing creative at scale. It’s not about changing what creativity is. The big ideas still matter. You still need people at the heart of that.”

When The Drum driven her on media fatigue – or what we name the hairdresser check (“my stylist says there’s just too much in her feed”) – Mendelsohn stated smarter making plans is already baked into the platform. “That’s the heart of Advantage+ campaigns and also our GEM technology. We’re getting more precise – not just about the message, but about the right frequency too.”

Her personal hairdresser check, she stated, produced the other consequence: “What they talk to me about is how much more relevant the ads are. I’m seeing things that fit me as a mum, as a grandma now. It’s part of the delight where advertising and relevance come together.”