[music] [Jimmie Stone] All right, so thank you, thank you for coming in so early in the morning into this awesome three days of entering inside the epicenter of how AI is being used and revolutionizing everything. So before I jumped into this talk, my name is Jimmie Stone. I'm the VP Global Head of our Creative Shop in Meta. For you who doesn't know that Creative Shop is a group within Meta, a group of creative strategists from all over the world. And our mission is to discover and to democratize the power of creativity in our platform to help businesses of all sizes thrive and improve performance. We are, and it's the funnest job I have ever had because we are like alchemists. We play around and tinker with the existing canvases and how canvases connect to each other, creating this ecosystem and how best to work with our clients and partners, from the biggest to the very small, and that is our job.
Today I'm here to talk about, not necessarily to talk about AI, because AI is definitely something that you have been hearing for a while almost at this storm coming in a year ago. And it's incredible how today is already here. It's not going to revolutionize the way that we work, but it's already revolutionizing the way that we work. What I want to talk to you guys about is why. Why is the need of using AI and leaning into it, into AI in order to maximize the way in which the content is distributed on our platform. So first I want to level set, I imagine that this community that comes to this conference is the community of makers, of doers, the brand, the people who make and build the content of brands. I want to tell you a bit of what's changing, what is not. A brand that's to level set, we all know it is, yes, your corporate identity, the way in which you behave that leads into reputation, your tone, your voice, a series of brand guidelines that guides this differentiation between one brand and the other. It's a promise, and a good brand is a promise well made. And we all know that, we have been doing this long enough to feel it and to understand it. And that has not changed, it's still the same. What have changed is the environment in which this brand operates, shares, behaves, moves around. This environment is this cultural environment that happens in social, in our platform every single day. More than three billion people come to our platform every day to connect with each other, to connect with their passions, building subculture that builds the culture of today, this ocean of driving culture of today. But what we're seeing is that the amount of content that is being consumed, created and shared is rapidly accelerating. 3.5 billion reels are shared every single day. That's 40,000 reels a second are being shared. And from that 3.5 billion, it's doubled from last year. And so all these billions of pieces of content creates this thriving culture of today. But sometimes the focus of the attention of this universe of content, it can be focused in one particular moment. It could be the eclipse or Taylor Swift. What is interesting is the attention of people in one particular focus is made by thousands and billions of micro contents as well. What you see in Taylor Swift is different from what I see, and together forms this incredible image. No matter if it's millions of content forming culture or one big culture moment formed by billions of content, it's all woven together by the discovery engine, this AI power discovery engine that connects the content to the right audience at the right time, and it's getting incredibly sophisticated. So in this environment that we live in, where brands are the same, what we need to do about the brand, but the environment is changing dramatically where the proliferation of content is rapidly accelerating and the sophistication of that delivery AI system is rapidly also accelerating.
That environment is what I'm here to talk to you guys about. We in the Creative Shop have explored the reasons, the why, the data behind and what can we help our clients achieve better results in this complex, ever connected, interdependent ecosystem of culture. We think in Meta, we're not a media company where you push a message, it's we're a cultural platform, a cultural ecosystem where culture is happening day in and day out. And there's three principles that we are talking about that we believe that brands needs to follow in order to achieve better results on a platform. And they are originate, collaborate, and create. So let's start with originate. You have to originate from culture, don't translate into culture. I always said in this community that is more my tribe, a community of makers and creative, that not every advertising idea can be socialized, but every social idea can be advertised. It's important to start from what's happening in society, what's happening in the culture of today so it resonates. But it's important to use the language and the grammar of that culture. So that language is what we are calling the Language of Reels, is this language of very entertaining. It's relatable, it's digestible. In fact, we are seeing that campaigns and brands that uses this language and embraces this language have incredible, incredible performance. But above all, this language uses and embraces the LO-FI aesthetic. And two, three years ago when I was talking, when we were talking about the LO-FI aesthetic, people debating about LO-FI, the craft of LO-FI. But we're seeing a clear indication of a LO-FI high craft aesthetic. It's aesthetic of culture of today. And you see it here with many, many great products and brands that goes all the way from aspirational brands to more day-to-day brands.
The second principle is to release the grip of your brand and collaborate with culture. This is sometimes easier said than done, but it is critical to release that grip and collaborate. We know that today's brands are not made by us, the marketer solely. It is a collaboration and co-creation made and created by the communities and creators. Creators are becoming a critical, important piece of any marketing strategy and one in which each brand, each campaign needs to work and collaborate. Their authenticity, their creativity and their empathy is so core to how they interact with their audience that it is critical and makes them a culture-maker.
In fact, 63% of young adults trust what a creator has to say about their brand more than the brand itself.
And 58% of that audience have bought a product in the past six months that is recommended by creators. And creators, what is beautiful about this is that creators is a renewable resource. It is popping everywhere and it's constantly.
The creator you follow is different than the creator that I follow and is constantly going up and down. And I think it's important to realize that when we talk about creators, we're not necessarily talking about influencers, and that you use that you collaborate with somebody based on the reach that that person can have. In this new age of interest graph, the algorithm that actually creates that is based, built upon interest. In the case of reals is both interest graph and friend graph algorithm that connects with your connections and the interest of your content. That's why you have that massive level of shareability in reels. But in this world of interest graph as well, it's the quality of the creative content what reaches people. So it's important to use creator as part of your any marketing campaign, collaborating with them, collaborating with the right creator over time, developing a relationship of shared equity. So it's super important to release the grip and collaborate with culture. And lastly, in the third principle is this idea of create at the speed of culture so you maximize the discovery engine. This ever growing sophisticated discovery engine feeds on complexity. You all have hearing yesterday and today and tomorrow, AI gets more sophisticated with more complexity, and in an environment that is getting more complex by the minute, the AI is getting extremely sophisticated to distribute that content to the right audience at the right time. This system requires multiple assets, differentiation of assets, constant content that connects to different audience. We say that creative is the new targeting in this era of automation, where we are seeing incredible results for our partners that use automation. In this era of automation, where this discovery engine is what creates these connections creative is the new targeting. It means that the more you put, the more diverse, rich, different creative that you put into the system, the better the system is at finding not only your audience, but expanding into audiences that you didn't know that it was yours. So lean in to this work and understand that this creative. So in this world of originate from culture, collaborate with culture and create at the speed of culture, it's important to see when we do a campaign, we always have this concept that we have always worked with of this big idea, this centralized idea with matching executions to that idea. And although each brand requires an organizing principle, an ethos of the brand, a glue that glues together all the actions of the brand in order to maintain that sense of consistency, we believe that it is important for us to evolve this mindset of one idea, one idea with matching executions into what we call a system of ideas. Multiple ideas, multiple differentiations, variations of placements, formats, collaboration with creators, multiple use cases, all at once, of course, surrounded or born on earth from that centralized ethos of your brand. Many brands are doing this with us, from the big ones that has an equity of brand forever and has a lot of equity of brand, and also the small ones. In this case, McDonald's is a great example of one big brand that is leaning into this concept, doing campaigns that are for different audiences, different aesthetics, and utilizing the entire ecosystem of our canvases, bringing the audience down the funnel. That's the power of this. You can bring from awareness to consideration down into action with multiple campaigns, from the nostalgia of the Grimace to the Grandma McFlurry, all glued together by their ethos of their brand, which is the fan truths, which is the glue that connects everything. And the results for this campaign has been astonishing, and not only from awareness perspective, but also for the action of buying a particular product at this moment, launching a product. And the brand awareness and the brand equity still is going up and being strong, glued together in this diffracted ecosystem of culture. So to maintain this constant content, to feed this almost conversational marketing era that we live in, in this multimodality that we, the brands, it's almost spherical. You feel it you go and it's everywhere.
It's difficult and we get it. But obviously, we are in the epicenter of this paradigm where the quality, speed and cost, choose two, is becoming obsolete because GenAI is coming to help us all. And it's so important to really lean into how GenAI is working. Yes. From more on this community, it's about the making of the asset, the making, the ability to create that creativity, that collaboration with the machine. What I would like to talk to you is more about how we can use AI to build these systems of ideas strategically, thoughtful from ground up.
GenAI is helping us accelerate our ability to originate and create at the actual speed of culture, and it's something that we believe that we all need to lean in and to demystify and work with it, and try to look for all the ways in order to accelerate this process, lowering the cost, maximizing the speed and upping the quality of our content that feeds the machine and creates incredible culture and incredible impact for your clients.
The workflow that we're seeing, and you're probably seeing it in this conference is very clear. You can use AI in the three stages of the creative workflow from what we call AI for illumination, building data, unearthing the data that works for ideation, which is coming up with strategic abilities to bring that idea into an organized system of ideas. And AI for creation, which you are seeing everything in this couple of days, ways to create. I'm going to take you a bit through them in a way conceptually, so you can start to see how AI is helping us in all of these areas. Let's start with illumination. What is critical about the speed that we can move is when you start building the next iteration of content based on that, based on campaigns or information that has already been invalidated. Imagine how quickly it is to move from creating something, validating it, deploying it, testing, versus creating something with data that has already been validated. It can actually accelerate the speed of your output tremendously. What we're seeing is that obviously we have been using machine learning to understand the power of understanding the mechanical features of an ad from format and aspect ratio. We know when an ad responds to this aspect ratio in the correct format, performs better. We have used machine learning to know, an AI to know which one works better. But LLMs and with a multimodality capability to use this multimodal ability to recognize what's inside the frame is what is actually incredibly revolutionary that we are now starting to see the visual and copy features. What's the caption what is the social proof, how the branding is performing and also what is inside that. There is three women, there's a bottle, there's a mountain, there's a particular thing. And we can actually know what is inside the frame, and what inside that frame is working, performing better than other. But what's super interesting for me is that it's also able to illuminate the thematic features of an ad, such as emotions and motivators. Can you imagine it's capable of knowing that an ad that it was humorous works better than an ad that it is not humorous, and ultimately could be able to illuminate if the ad was funny or not. That is incredibly awesome. Also, using AI, you can start to see not only about your ad set and how your ad set works, but the entire vertical, and the entire vertical of your campaign and unearth the motivators, the why people are interested in that particular ad or that particular product and the sets of products around that particular vertical, and unearthing motivators we believe that it is key. Remember that this medium is a very intimate medium. The medium of mobile is intimate, it's immediate. So why people look at something is about and understanding the motivators of what makes them tick. And so AI is capable of unearthing this almost like compound motivators, if you will. In this case, for example, we are knowing for that particular LaLueur brand that is a hair and lifestyle hair brand.
Nostalgia is a very important motivator that moves the audience to action. But inside that, using LLMs and AI, you can see the cultural and the content trends that feeds into this nostalgic motivator. And you know that nostalgia is really performing 28% more conversions per dollar, that is prime insights. You'll also be able to see what in those contents that are interesting about nostalgia, your audience is reacting better. And also, what are the platform conversations surrounding that motivator. And that's the key to start building a system of ideas with your key brand organizing principle ethos of the brand, some of you call that big idea, but it's not a campaign big idea, it's the brand existence big idea. And with all this information about not only your ad sets, but the community around and verticals around your product, you can start building the motivators that you are going to lean in into and to work. In this case, let's say that we have nostalgia as one of motivators and then you have status as another one, individuality and confidence, and then the sense of community. So based on those four motivators, then you go into this ideation period.
This is about start to build this system of ideas from the ground up that as you know, it works and performs in our distribution system. This ideation, there's plenty of many AI tools for you to discover and start creating a sense of a creative companionship, a collaboration. My community for many years have talked about, AI is coming in, it's going to take some of the jobs, is taking the tasks and it's accelerating our ability. But what I am seeing in the front line is actually the opposite. AI is becoming a very important companion for this community of creators, creativity, capable of seeing what is in the future and putting words throughout. So if this creative companion is capable of unlocking many multiple things like seeing the new audiences, brainstorm content ideas, surface reels that are connected to that particular vertical, an audience. It give you a sense of hooks that are performing and working together to hook the audience in that moment so you can actually get their attention in this sense of constant immediacy that this medium operates, ideate and give you idea for different placements, and discover and be able to brief creators to work with you so you can collaborate with culture. Let me give you an example of how we're using AI for this. So let's say we start first talking about it and you know the motivators and you know what is working in your campaigns. And you start, I need five creative territories based on these sets of motivators. And you just use the prompt, prompt whispering or ability to work with the machines and use the words. Remember, this is the power of the creative community or creative class that is united in these three days in this conference in Miami. We have the ability of words. We can actually put words and LLMs, we're finding interesting things about how you work with LLMs. They are large language models. They in essence predict. But when you want to say something about, let's just put a white background in the back versus when you say, I would like the background to be this flowing fabric with the sun, the Tuscany sun emerging from the back. It gives you the perfect white background. Words are super important. So lean into this prompt whispering, and also stacking those prompts, and see how it takes you into great things. I want to give you example of one of those flows. So with all this in mind, a brand essence that you already know, that I have already communicated to you the ethos as well as the motivators of nostalgia, community, individuality and status, can you help me define five rich territories that I want to use in content creation focused on hair care? We're going to build the system of ideas where a brand can differentiate both visually and in front of messaging standpoint. Boom. And it gives you the opportunity to see, based on all this, I give you potential territories, let's say hair rituals, explore the emotional connections with hair care routine, highlights LaLueur's role in empowering self-care and confidence. That's great content. When you play with it, you start to see that's a great area, especially for me, that I have perfectly understanding of hair and my relationship with hair is very emotional.
But you see, you start to see community curls or versatile elegance. It gives you options and ideas and there's plenty of tools out there, so lean into them. So you're like, okay, thank you. It's important to say thank you to the LLMs.
So now collaborate with me as a social strategist and help me identify adjacent verticals to my brand. So this is important because when you're stuck to your vertical and you just work on the content that only your vertical works, it starts creating this kind of more cliche and less differentiation. So expanding outside your vertical that is adjacent to that particular vertical is super critical. So then of course you can prompt them and learn how to prompt them and say, keep in mind that this concept is against this territory of hair rituals and that focuses on bold, daring hairstyles, stories celebrating individuality and confidence. And it starts to give you the different options of adjacent territories that it's the passions. Remember, people are not only following your brand, they are following the culture that they feel connected to in which your brand is a piece of that culture, if you will. So travel and adventure, wellness and self-care, fitness, beauty and cosmetics are the adjacent territories about your haircare brand. So this is looking great. So please surface top Reels examples that focus on this "Hair Ritual" territory and are related to the beauty and cosmetic vertical, an adjacent territory around my brand. And it starts to give you all these creators and reels, a critical piece because you start to understand the language that is performing, the language that the culture is, the grammar, the language, the why, the now, the now that is happening in society for you to start building your product and campaign.
Okay, let's develop some hooks. Hooks are important in this immediate environment in which you have seconds. Remember I always say that zapping, what is it when you are, and swiping is way faster than zapping. So the speed on which we are consuming mobile content is incredibly important. So those zero to three seconds are more important than ever before. So hooks are a very important moment of capturing the attention and give it to me in a format that I want to see it. So seeing the text hooks and the key visuals that aligns the text hooks, "From fizzy to fabulous! Organic Essentials shampoo tames unruly looks." Of course you use then your creative ability to master that words and really work with and defining that. But it gives you also key visuals about a before and after split of a hair, fizzy hair and smooth hairstyle, boom. That in the first three seconds and then you go like, okay, excellent. Now that we have a strong concept, great hooks, all aligning motivators that gives you a sense of all the different surrounding verticals of my product, give me a 30 second script that I can use to brief the creator collaborations that I'm going to work with. And then it really starts to give you the sense of Scenes 1, 2, 3. And it also, it puts it into a place where you have an attention grabbing hook of zero to three seconds knowing those things. And so then, with that, that's how you start to build this system of ideas, surrounded by again the essence of your brand, inspired by the insights of the motivators of status, nostalgia, individuality, community.
From there, you have a creative territory that you can actually develop. And from that creative territory, you start to branch into campaigns that are brand assets made with your brand and with the creator assets. And when you do that, you are basically feeding this sophistication of the discovery engine, using the systems of ideas where creative is the new targeting. And then you start to work with the machine and seeing what is working and optimizing what is working and what is not. Ultimately from there you go into the creation, obviously.
Look where we are. This is the epicenter of creativity creation, using all the tools out in digital disposal to work with, if you're a client with your agency designers. If you're a designer, working with your clients to use all the tools to help you accelerate the speed and up the quality, lower the cost of doing those assets that you need to do surrounding this system of ideas. When you put it into our systems, our systems have tools to help you further diversify your content in our platform, from tools that are getting incredibly sophisticated as you probably have seen if you work with it, from image generation, where you put one image that really works and generates more images around it, or text generations, or the very important text overlay or image expansion that will actually make your content fits naturally in this interconnected ecosystem of canvases.
So just to start ending here, our provocation to the industry of why it's necessary to use AI to accelerate this is because what we're seeing is that this is a continuous learning and optimization process. This conversational marketing is the way in which we're seeing in this proliferation of content and the prolification of sophistication of the AI delivery system, it's only going to get this way more and more and more of the time. So being able to work in your organizations, less organizations, more organisms, being more flexible, nimble, permeable, desiloing your organizations, changing the relationship that you have with your partners, motivating them for outcomes, not outputs, and changing our relationship with content, especially with this incredible community of creators. Their relationship with content is both for people and algorithms. And so seeing this loop, constant virtuous loop of the creative input feeds the auction machine, the machine creates incredible performance more every year because of the sophistication. You take the learnings, go back into a test and learn mentality, go back into a system, create new content, route the content in the machine and create this virtual sequel. That is how you build incredible performance in our platform and that is how you build this multimodal always on surrounding brands that people want to not only consume, but also share. That's ultimately what it is, it's creating content for people to share. People want to become part of your brand. In ending, I want to say especially more poignant than ever in this conference, as a creative leader in this organization, it is clear for me that creative will be automated. The asset creation, the delivery and also the burden of tasks of creativity. But the more and more that we in our teams investigate, what it becomes clear is that although creative will be automated, creativity never, never will be. And that is the beautiful thing about this moment in time because only our human empathy, intuition and the incredible multimodality of our minds is what is capable of imagining a future that has never been before. So lean into the AI tools. Obviously do not get overwhelmed by the billions of AI tools popping everywhere, but lean into the ones that works for you intentionally, and understand that if your job is to create content, that to create and to maximize our performance, hopefully what I said today to you is the reason why leaning into AI will help you. So again, thank you so much for your attention and this time. It's time for a coffee or maybe two. But I really want to thank you for listening and to being present in here. Thank you.
