Meta AI in Class Actions
AI is quickly becoming integrated into social media platforms, both on the advertiser’s and user’s side. While this can be an advantage for advertisers in understanding or reaching their potential audiences, AI has drawbacks, especially in class action notifications. Meta is one of the companies rolling out AI on all avenues of their platform.
AI Taking Audiences Further
Within Meta, standard audience targeting options are still available, but they have added "Advantage+” audiences. Meta’s Advantage+ audience can be selected to use AI to expand targeting beyond advertiser selections, making it the broadest audience available. The AI uses past conversions and interactions to reach those who fit the profile of the most relevant audience members. These audiences are the broadest available, compared to the standard “Advantage Audiences” that limit Meta’s AI usage.
Advantage+ audiences are beneficial if the advertiser wants to reach more people but, it also means that there is less control over who is seeing the ad because the AI will go beyond any detailed targeting after searching within the parameters set. Within Advantage audiences, there is still a chance the ad may be served to audiences outside of the targeting selected if the systems find that there are better opportunities for performance, but is still more specific than Advantage+ audiences.
If utilized in class action campaigns, AI would expand the audience for advertisers beyond the selected parameters. This leads to less control over who sees the ads and a greater reliance on the platform's AI models to drive the applicable campaign goals. The benefits include reaching potential audiences that are not accessible through the platform’s base targeting option, but this also comes with the downfall of reduced control for more hyper-focused class descriptions.
Generative AI Creative
The use of AI for creative within Meta’s ad platform is currently limited to generative AI. This includes background generation in images that advertisers upload, image expansion, which refers to adjusting creative to fit the different placements, and text variations based on the original ad copy uploaded into the ad. While the use of AI is limited in in-platform creative adjustments, it is important to remember that quality creative is central to effective advertising and AI shouldn’t be used as a quick fix to create images or video but could have the potential to supplement assets in the future.
While there are still limitations on its use in the platform, relying on AI for creative assets can deter potential class members from converting on the ad, as it tends to be seen as spam or unreliable. Quality creative assets are a determining factor in campaign success. Ad quality impacts the cost, distribution, and results of a media campaign which means that cutting corners and using AI could be the downfall of a campaign.
AI Assistant
Meta AI is also being integrated into the user side of both Facebook and Instagram. Meta AI has been added to the search bar in the platform, which gives pre-selected queries to appear before your past searches, generated by AI. There is also a chatbot feature that allows users to ask Meta AI anything and everything, with a Bing integration for searches that include a source. At this time, this feature does not seem to have any effect on the ad platform side of Meta, just the user side. However, it is possible that user inputs could be collected to support audience creation or other advertising features in the future.
Meta’s AI is still evolving and changing as new features are added to the user and advertiser sides of the platform. While it may seem like AI’s changes won't impact many factors, relying on AI to make changes can lead to less control over a campaign. In class action campaigns, understanding who the campaign is targeting is essential to ensuring that the right people are reached.
Ready to take control of your class action campaigns in an AI-driven ad landscape? Contact Élan today.