‘Meta piloting gen AI tools for advertisers’
NEW DELHI : Meta, the parent firm of Facebook, Instagram and WhatsApp, is piloting new generative artificial intelligence (AI) products, including a creator suite that was announced globally on 4 October. Sandhya Devanathan, vice-president and country head of Meta India, said in an interview that the pilot is also active in India now, albeit as a “large pilot" made available to select creators right now.
“Our AI offerings include a product called Advantage Plus, which we offer to advertisers to improve their returns by almost 25%. We also have a generative AI sandbox, where we’re working with businesses to help them generate visuals, captions and headings, or even build videos.
We’ve released it as a large pilot, including to advertisers in India, and this is important to help small businesses scale making videos," Devanathan said. While AI is increasingly becoming a part of advertising in India, recent controversies around deepfakes have hit multiple social media platforms, including Meta as the largest company in this field.
On 8 November, amid an all-stakeholder meeting with union IT minister Ashwini Vaishnaw, Meta announced a policy mandating disclosure from creators on using AI in “digitally created or altered content". On 13 December, minister of state for IT, Rajeev Chandrasekhar, told Mint that the Centre is set to issue an advisory to companies to enforce compliance with all legislations in the country that regulate AI content—which includes penal clauses for impersonation and other related areas.
Chandrasekhar further added that if companies continue to fail to enforce stricter compliances, existing intermediary IT rules could be amended for narrower laws. Even in such an environment, scaling AI-driven product
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