Nicola Mendelsohn, head of Meta's Global Business Group, highlighted the growth in user engagement, with 3.24 billion daily users and significant increases fueled by AI recommendations on platforms like Facebook and Instagram.
The impact of AI is evident in the success of Meta's Reels feature, driving 3.5bn daily shares and influencing 79% of users to make purchases on Instagram, showcasing AI's role in enhancing user engagement and commercial outcomes.
Meta's AI-powered advertising platforms are yielding impressive returns, with a UC Berkeley study showing that every dollar spent on ads in 2022 generated $3.31 for US advertisers, increasing to $3.71 in 2024, and €3.79 for European advertisers.
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