AI's significant impact on marketing and individualised customer experiences discussed by Meta
Meta's AI application, integrated across Facebook, WhatsApp, Messenger, Instagram, and other Meta platforms, has become a game-changer in Thailand's digital marketing landscape. With over 1 billion monthly active users recorded in the first quarter of 2025, the AI application has gained significant popularity, surpassing other virtual assistants.
The AI application is transforming how businesses connect with over 3.4 billion daily users across Meta platforms worldwide. AI is a primary driver of marketing efficiency and personalized customer experiences, and Meta's investments in this technology are paying off.
Meta's AI innovations have significantly boosted advertising revenue and efficiency, influencing the Thai marketing landscape. The latest trends in AI for marketing and business efficiency in Thailand focus on AI-driven ad monetization, hyper-personalization, real-time campaign optimization, and creative automation.
AI-Powered Advertising Efficiency: Meta’s AI-driven ad platforms, such as Advantage+ campaigns, have reduced advertising costs by 10% while enabling hyper-personalized ads tailored to individual users, improving conversion rates and boosting revenue by over 20% year-over-year[1][5].
Localized and Data-Driven Personalization: AI enables dynamic creative optimization (DCO) that customizes ads based on user preferences, location, and device. For instance, Thai users in Bangkok may see different messaging compared to those in Chiang Mai, making marketing highly targeted and relevant[2].
Real-Time Campaign Optimization: AI continuously adjusts ad bids and content based on factors like time of day, weather, and regional user activity, resulting in smarter budget allocation and improved ROI for Thai marketers[2].
AI-Driven Creative Content Generation: Platforms like Appier's AdCreative.ai leverage generative AI to rapidly produce varied visual content, accelerating campaign turnaround and enhancing brand storytelling for Thai companies. This supports the growing demand for content across multiple channels[4].
Integration with Emerging User Behaviors: AI helps optimize marketing strategies for voice search and smart assistant queries, reflecting changing consumer habits among younger Thai demographics. This also includes using AI to predict customer intent and trigger personalized retargeting (e.g., abandoned cart emails)[2].
Investment and Strategic Influence: Meta’s substantial AI budget ($65-72 billion in 2025) underscores AI’s central role in its growth strategy, which indirectly benefits Thailand’s digital ads ecosystem by advancing AI infrastructure and tools globally[1][5].
However, despite these AI-driven advances, Thailand’s overall digital ad growth forecast for 2025 has been cut to a modest 5% due to economic challenges and cautious business sentiment, reflecting a complex environment where AI helps boost efficiency but macro factors limit expansion[3].
In summary, Meta’s AI technologies highlight a trend toward automated, hyper-personalized, and locally adapted digital marketing in Thailand, supported by generative AI for creative production and predictive analytics to boost efficiency and consumer engagement. These trends are transforming how Thai businesses approach digital advertising amidst economic headwinds[1][2][4].
Prae Dumrongmongcolgul, country director for Facebook Thailand, believes AI offers new ways for businesses to maximize growth and return on investment (ROI). Currently, 50% of content on Instagram is AI-recommended, and Meta AI will soon offer summarization capabilities, condensing lengthy articles and documents into easy-to-understand formats quickly. Meta's growing suite of AI-powered tools allows marketers and brands to create diverse content, write ad copy, and promote sales via Meta's messaging apps. Meta prioritizes the continuous rollout of AI tools and solutions in Thailand, aligning with its vision to create more personalized AI experiences. Meta recently launched the Meta AI application in Thailand, a standalone AI app built on Meta's latest open-source Large Language Model (LLM).
