Meta’s Superintelligence Labs is already becoming part of the pitch to marketers

Mark Zuckerberg’s latest big swing — Meta’s SuperIntelligence Lab — is trying to redefine what AI means on his terms.

That redefinition, like most things at Meta, will inevitably run through the company’s ads business. Especially as the company continues to auotmate more of it, with plans to eventually automate the entire system, according to The Wall Street Journal. That means the same tools Meta claims will usher in a new era of artificial intelligence will, in the near term, be tasked with more familiar work tweaking creative, bidding strategies and targeting levers to keep the ads machine growing.

But despite it still being very early days for Meta’s Superinteligence Lab, three of the ad execs Digiday caught up with confirmed it’s already entering the conversation in some way or another. The level of details still vary from rep to rep, but this is the team charged with getting buy-in from advertisers bringing Zuckerberg’s latest vision to life — Superintelligence, or AI, that surpasses human cognitive ability.

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