# Meta's pro-AI ad campaign is surprisingly lacking in AI The company delivers a vague message about AI being good. - **Source:** [Engadget - Technology News & Expert Reviews](https://brifing.si/source/16dd2da6-3eea-4d1e-b34f-45e846cdf037) - **Published:** 2026-07-23 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/37ca579b-6c89-41fc-bfb1-17d7df2a78c5 ## What is Meta's AI campaign aiming for? Meta aims to highlight the positive aspects of AI in its new ad campaign, countering dystopian narratives. However, the ad shows very little about AI's concrete benefits. Instead, it delivers a generic message of optimism. The company claims AI will be beneficial for everyone. ## What's missing in the ad? The ad barely mentions Meta's AI features. Instead, it uses generic footage of people being happy. Apps like Facebook, Instagram, and WhatsApp are shown, but there's no reference to their AI capabilities. The ad doesn't explain what AI can do or why it matters. ## Meta's track record with AI Meta has been criticized for using AI to justify layoffs. It's also facing lawsuits over alleged copyright infringement. In the past, an internal policy even suggested allowing AI chatbots to have 'sensual' conversations with minors. This history raises questions about the campaign's credibility. ## Zuckerberg's vision for AI Zuckerberg speaks about AI with the same vague enthusiasm he once had for the metaverse. He predicted the metaverse would replace mobile internet, but that project fell short. A similar ambiguity surrounds AI. The ad focuses on general optimism rather than concrete benefits. ## What's at the end of the ad? The final 15 seconds feature Meta's smart glasses, including new models branded by Kylie Jenner. Yet again, there's no explanation of AI's role. It's unclear how AI integrates with these products, leaving the audience with more questions than answers. ## Is Meta's message consistent? Meta claims AI will benefit everyone, but the ad lacks concrete examples to support this. The company's past actions also contradict this message. The absence of a clear vision for how AI will help society undermines the campaign's impact, leaving it feeling hollow and unconvincing. ## Sources covering this story - https://www.engadget.com/2222159/meta-pro-ai-ad-campaign-is-conspicuously-light-on-ai/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._