At a recent Cannes event, major platforms like Meta and Reddit showcased their identity crisis as they rebrand themselves as AI-first companies, despite traditionally being rooted in other technologies. Executives highlighted their long-term investments in AI and machine learning, claiming that these capabilities have always been integrated into their platforms. The shift suggests a response to market demands where AI narratives resonate strongly. This repositioning reflects a broader trend where perception management plays a critical role in these companies' strategies to remain relevant in a rapidly evolving tech landscape.
It's part of our DNA, which is why we've spent more than 10 years researching and investing tens of billions into our capex and building open source models.
We've always had machine learning and intelligence baked into everything we do, but with the launch of community intelligence powering one of our insights tools, we're seeing AI run the gamut in our ads platform.
Every platform exec had their own version of this spiel on the Croisette. They're trying to ride in the slipstream of a zeitgeist moment - one where AI isn't just a tool, it's the storyline.
Innovation has always been a big part of what we offer, but what we've done in the last 18 months, from a marketer's point of view, is combine innovation with performance.
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