Meta recently announced that it has hired former Salesforce AI chief Charlie Shum to form and lead a new commercial AI team. On Tuesday, Shum posted on LinkedIn stating that this team aims to create AI tools for businesses using Meta's applications (such as Instagram, Facebook, and WhatsApp), helping them succeed in the age of AI.
Meta confirmed Shum's appointment and stated that the new team will focus on providing AI products for millions of advertisers and content creators. In a statement, Shum mentioned that the goal is to empower every business to harness cutting-edge AI tools for the future.
Specific tools have not yet been disclosed, but it is speculated that these may include features for AI-generated ads or creative content. Meta has already launched AI-generated photo carousels on its platform and AI chatbots that mimic content creators' styles, paving the way for further development of enterprise AI tools.
Meta's Vice President and Head of Monetization, John Hegeman, stated in a release: "Artificial intelligence offers businesses tremendous potential to enhance efficiency and optimize customer experience. Under Charlie Shum's leadership, the new team will be dedicated to realizing this vision."
Unlike Google or OpenAI, which profit from AI subscription services, Meta is adopting an open-source strategy, with the primary goal of improving its existing application ecosystem through AI. This approach not only aims to attract more advertisers but may also enhance user experience, leading to higher ad revenue for the platform.
However, Meta has not clarified whether its AI tools will be offered for free or at a cost, and whether they will be used as a means to increase advertising expenditure remains to be seen.
Before joining Meta, Charlie Shum served as the CEO of Salesforce AI. Although he advanced the development of AI tools, Salesforce's AI business did not meet expectations, leading to a significant drop in stock prices earlier this year due to ineffective AI strategy. His move to Meta may provide him with a broader platform for AI development.
It is worth mentioning that Shum published a book titled "The Facebook Era" in 2009, analyzing Meta's (then Facebook) platform strategy. His joining marks a new phase of collaboration with Meta.
