Still, the mere introduction of simple GenAI tools is beneficial to Meta considering it dominates the digital ads market along with Google. Meta's generative AI tools just have "to be good enough to squeeze out more investment" from advertisers, said Maurice Rahmey, CEO of performance marketing firm Disruptive Digital and a former Facebook customer manager.
"It's better for their business, even if it's just those small, incremental changes," Rahmey said "It's a business of scale."