Technology executives have long discussed how AI will revolutionize the advertising industry. In particular, FW CEO Mark Zuckerberg has been speaking out about how his company leads transformation exactly.

Zuckerberg made his plan to automate the entire advertising industry using black boxes, end-to-end AI advertising tools, when he spoke at the annual conference of Stripe in San Francisco on Tuesday.

Zuckerberg said a key component of such a product would require putting thousands of AI-generated "test" ads in front of Facebook, Instagram, and threaded users.

"The basic end goal here is that any business can pass on to us, say what their goal is - we let new customers do this, or sell these things - tell us they are willing to connect their bank accounts to achieve these results, and then we provide as much results as possible," he explained. "In a sense, it's like the end business outcome machine. I think it's going to be one of the most important and valuable AI systems to build."

Zuckerberg first described the hypothetical machine on Ben Thompson's Stratechery podcast last week, which would have a huge impact on the advertising industry if built as Zuckerberg envisions. Zuckerberg made a appearance at the conference and believed that while creative advertising agencies will continue to exist, to deploy such AI, small businesses may “not have to “start with creativity” and Meta can simply handle all their advertising operations.

In fact, Zuckerberg asserted at the meeting that meta's advertising tools, several of which have the ability to generate AI, are complex enough that companies don't even recommend customers specify the demographic information they want to target. Zuckerberg claims Meta's tools can find better users than human marketers. The next reasonable step, he said, is trying to apply this data-driven optimization to the creative side.

"We will be able to come up with 4,000 different versions of the ideas, and then test them and find out which piece works best," Zuckerberg said.

While such solutions may appeal to businesses, given that they are already full of generated AI Slops, it's an open question about what AI advertising testing will do to the Meta platform for the Meta platform.

Meta uses AI-generated images and comments in the feed, and AI Chatbots users can interact with. The company recently launched a social portal and dedicated app that focuses on generated AI content. Now, it seems another type of generative AI (advertising) is expected to mask Meta's social media ecosystem.

If it is not clear that the user is a product on the Meta platform and an advertiser's product, it will become crystal. When testing the ads generated by AI may bring value to the company, this means users will have to suffer more losses.

The advertising industry is also unlikely to be kind to Zuckerberg's vision.

There is a big objection to the ethics of using generative AI in the creative field. In October 2024, more than 11,000 creators signed an open letter denouncing the use of human-generated art to train AI systems. The creators also filed lawsuits against companies that develop AI Art tools, such as Midjourney and Stability AI.

To be fair, there are many creators and advertising executives who think AI tools won't threaten their livelihood anytime soon. Johnny Hornby, founder of advertising agency and partnership, published a column on Tuesday that creating a successful brand campaign remains a unique human task.

In any case, Zuckerberg seems to have a very clear idea of ​​how he wants to automate the advertising industry and fill Meta’s feed with AI – whether it’s an ad agency or a user likes it.