WhatsApp introduces tools for AI-based ad targeting program

WhatsApp's introduction of tools for an AI-based ad targeting program signals the messaging platform's strategic move towards leveraging artificial intelligence to enhance its advertising capabilities. With these tools, advertisers can potentially harness the power of AI algorithms to target users with more personalized and relevant ads based on their interests, behaviors, and preferences.

CEO Mark Zuckerberg has revealed that Meta has launched its first AI-driven ad targeting programme for businesses on WhatsApp. This is a change for WhatsApp, which has always prioritised privacy, as it incorporates targeted advertising similar to the other applications from Meta. For years, the platform has been incorporating payment and commerce functionalities.

The new AI tools are designed to improve ad targeting based on user activity on Facebook and Instagram if users use the same phone number across different accounts. This approach differs from the previous methods, where organizations used to send messages to all users who had agreed to receive messages from the businesses. This new system aims to reach the most probable recipients of the content, thus increasing the efficacy and productivity of WhatsApp business communication.

The integration of AI into ad targeting on WhatsApp could offer several benefits for advertisers, including improved ad performance, increased engagement, and better ROI. By analyzing user data and interactions, AI algorithms can help advertisers identify and target audiences more effectively, leading to more successful ad campaigns and higher conversion rates.

Expert says, despite these efforts, WhatsApp has been unsuccessful in generating revenue for Meta, even though it is the most used app in terms of daily activity and has relatively few users. Meta has developed a new AI chatbot that will assist in answering business-related questions within the chat application to generate more income from WhatsApp.

Overall, WhatsApp's introduction of AI-based tools for ad targeting reflects the growing trend of incorporating artificial intelligence into digital advertising strategies. By leveraging AI capabilities, WhatsApp aims to offer advertisers more sophisticated targeting options while providing users with a personalized and relevant messaging experience.