Meta Strengthens AI-Based Marketing Solutions… Improving Instagram Ad System

“Artificial intelligence (AI) is being utilized throughout all business processes. Meta aims to be the best place for business growth.”

At the Meta Asia-Pacific (APAC) Business Update briefing held on August 13, Jongbum Cho, Vice President and Head of Asia Pacific Region at Meta, introduced Meta’s AI marketing solutions and social platform shopping trends in the Asia-Pacific region, making the above remarks.

Recently, Meta has been strengthening its AI-based marketing solutions. Leveraging large language models (LLM), Meta is upgrading its system that predicts which ads are displayed and determines ad rankings on Facebook and Instagram. Currently, more than 9 million small businesses worldwide are using at least one of Meta’s generative AI ad creative tools. In the second quarter of this year, Meta reported revenue of $60.8 billion—a 28% increase year-on-year—with revenue from the app family, including social media advertising, totaling $60.37 billion.

Vice President Cho explained that the Asia-Pacific region has a particularly active market for product discovery and purchases via social platforms, and unique regional shopping seasons are well established.

Meta provides a range of business solutions, including live broadcast advertising, partnership programs, and AI-powered customer response agents. One standout program connects creators and retail partners, building a commerce ecosystem. Over the past month, more than $24 million in fees was paid to creators through Facebook’s partnership program posts and Reels.

Vice President Cho emphasized, “What sets Meta’s partnership advertising apart is that the unique voices of creators amplify the brand, helping it reach more users and enabling people to discover products they might not have known about before—serving as a facilitator of commerce.”

Additionally, Meta’s customer response agent handles everything from answering customer inquiries to after-sales service and order processing in real time, matching the unique tone and style of each brand. It integrates with major systems in the Asia-Pacific region such as Shopify, Zendesk, and Shopee, and is being used by 1 million businesses worldwide on WhatsApp and Messenger. The function is also planned to expand to Instagram.

To create a safe ecosystem, Meta is working to protect businesses and users from scams and fraudulent activities, as well as to safeguard brand value. Last year, Meta removed more than 159 million scam ads from Facebook and Instagram and deleted 10.9 million scam accounts linked to organized fraud centers.

Meta is also focused on building an inclusive AI ecosystem, for example by supporting SMEs in strengthening their AI capabilities. In June, Meta launched an SME Growth Academy in the Asia-Pacific region to help improve skills in the use of AI tools. In Singapore, more than 100 people with visual impairments or low vision experienced Ray-Ban Meta and Oakley Meta glasses, using AI functionality to read menus or access information.

Vice President Cho stressed, “Meta is committed to supporting businesses of any size so they can leverage the same AI-based marketing tools to find customers and drive sales and growth.”

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