Meta’s AI opportunity could go far beyond making ads. The bigger play is to become the operating system for the entire advertising funnel, especially for small and medium-sized businesses. intersting analysis from @eric_seufert , (industry analyst) Small and medium-sized businesses are a particularly attractive because their constraint is often operating capacity rather than access to AI models.

e.g. a generic assistant can suggest experiments, but a human still has to create variants, connect analytics, interpret results, and keep repeating the process. Meta can potentially automate that work inside their advertising system, with a specialized AI. This layer becomes valuable through execution rather than model quality alone, and puts agencies and standalone optimization software under pressure in the lower end of the market. https://x.com/tbpn/status/2097487774043844975/video/1