Category: In the News

Meta quietly made an unusual addition to its Ads Manager toolset last month, by incorporating an AI agent tool called Manus.

It’s intended to help plan and execute ad campaigns on Facebook and Instagram — and offers a concrete example of how the company is attempting to realize founder Mark Zuckerberg’s ambition to subsume all ad buying and planning by the end of the year.

For some, the integration was heralded a major event – an omen that agentic AI would soon absorb the work of media planners and buyers. “Autonomous media buying is no longer theoretical,” warned Viant’s CEO, Tim Vanderhook.

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As marketing agencies embed generative AI applications into their work, they’re adapting their pricing models to account for the cost of AI tokens.

Generative AI prompts and responses don’t come for free. LLM developers like OpenAI use tokens as a means of metering AI compute; the text you type into a prompt and the output generated by a model are counted. The more tokens processed, the more compute is used and the higher the cost. And while the tokens themselves cost a fraction of a cent, they add up fast; a recent Coca-Cola ad campaign required 70,000 prompts and millions of tokens, according to its makers.

“There’s no one model that’s the one silver bullet … you have to use a lot of different models and all of those have different token economics,” explained Johnny Rohrbach, co-founder and director of partnerships and operations at Silverside AI, a production studio backed by the founders of indie agency Pereira O’Dell.

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