Meta stated that artificial intelligence (AI) technology has significantly improved advertising performance on its platforms.
"AI helps our recommendation engine perform better, increasing user engagement. The impact is immediately felt by advertisers," said Meta's Country Director for Indonesia, Pieter Lydian.
Pieter explained that the use of AI in Meta's recommendation system resulted in a five percent increase in usage time on Facebook and six percent on Instagram in the last quarter of this year.
According to him, this increase has an impact on the effectiveness of content and advertising distribution.
He said advertisers can now experience cost efficiencies of up to nine percent in cost per conversion when using AI-based campaign products like Advantage+.
The system allows automatic adjustments to target audiences, creative formats, and ad placements without the need for repeated manual settings.
