Category: In the News

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Here’s what marketers want from Meta’s Superintelligence Labs

Meta’s Superintelligence Group has started turning up in marketer pitches. So far, its generating curiosity — and confusion. 

As Chris Matheson, media director at Markacy pointed out, marketers and investors will be looking for proof of return on investment. “With $64 to $72 billion in 2025 capex, brands expect tools that lower customer acquisition cost (CAC) or raise conversion rate (CVR), not just research headlines,” he said.

Officially launched last month (July 1), Superintelligence Labs consolidates Meta’s core AI teams — FAIR, foundational models and product — all under one roof. And while there are tons of ideas on a typical marketers’ Meta wishlist, here are the most common things they said they’d like to see from the company’s new Superintelligence Labs.

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Creators hire AI like interns as they look to save costs on the creative process

For creators, AI is less about hype and more about savings: cutting out the need to hire extra support they may have once needed.

AI has become a key tool in the creative processes of digital content creators across genres and platforms, with over 80 percent of creators using it in some part of their workflow, according to research by the AI audio generation company Wondercraft, which analyzed creators’ use of AI tools. 

Some creators are using generative AI to create audience-facing content — sparking a rise in so-called low-effort and high-volume “AI slop” content, a concern for some marketers — while others are using AI agents to interact with their fans. 

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