“Among big tech, Meta is perhaps best placed to realise short-term returns on its AI investments,” comments Jamie MacEwan, Senior Media Analyst at Enders Analysis. “Unlike Google with search, Meta does not have to be concerned about Gen AI replacing its core social networks.”
“Meta’s cost control around AI looks better than its rivals, with its capex growth rate coming in at less than half Google or Microsoft’s,” says MacEwan.
“Meta doesn’t expect to actually make money from gen AI for years, but ‘Core AI’, where they use the tech to improve ad targeting and content recommendations, is already having an impact,” says MacEwan. “The message to investors is it is better to be early than late, and that this AI infrastructure could be redirected towards core revenue drivers like ranking and recommendations should the demand for pure gen AI products not pan out as hoped.”