Meta CTO Andrew Bosworth revealed the company is working on using generative AI to create ads, with plans to release later this year.

In an exclusive interview with Nikkei, Bosworth revealed the company’s plans to use AI to help improve its core business.

“We’ve been investing in artificial intelligence for over a decade, and have one of the leading research institutes in the world,” Bosworth said. “We certainly have a large research organization, hundreds of people.

“We feel very confident that … we are at the very forefront,” he added. “Quite a few of the techniques that are in large language model development were pioneered [by] our teams.

“[I] expect we’ll start seeing some of them [commercialization of the tech] this year. We just created a new team, the generative AI team, a couple of months ago; they are very busy. It’s probably the area that I’m spending the most time [in], as well as Mark Zuckerberg and [Chief Product Officer] Chris Cox.”

Using AI to create ads could significantly reduce the cost and effort involved in creating an entire campaign. Bosworth says a customer could “ask the AI, ‘Make images for my company that work for different audiences.’ And it can save a lot of time and money.”