Meta, the parent company of Facebook and Instagram, plans to leverage its proprietary generative AI to create ads for brands by the end of 2023. The company intends to enable brands to use generative AI tools to create various advertising variations to target different types of users, resulting in better and more cost-effective outcomes for advertisers on Meta’s social platforms. The aim is to let advertisers ask the AI to create images that work for different audiences, saving time and money. According to Meta’s CTO, Andrew Bosworth, generative AI is the area the company is investing most of its time in. Bosworth expects to see some of the first results this year. In February, Meta established a new internal team focused on generative AI development. The company is investing in AI-powered chat for WhatsApp and Messenger and AI filters for Instagram. The metaverse vision of Meta, powered by its Oculus VR headsets, has yet to produce notable outcomes. However, generative AI is expected to be key to Meta’s plans for the metaverse, allowing the creation of virtual worlds by describing the desired world and having the AI generate it.