Meta’s strategic focus on AI integration and enhanced customer engagement

  • Mark Zuckerberg highlighted Meta’s vision of enabling businesses to deploy AI agents for customer interactions.
  • AI tools introduced include click-to-WhatsApp ad creation, automated responses to customer messages, and AI-driven customer support.
  • Collaboration with partners like Reliance Jio’s Inerakt and Shopify-backed Wati to offer advanced AI tools for free

Meta’s announcement of artificial intelligence capabilities for the WhatsApp Business app marks a significant step in transforming the platform’s customer-business interactions and enhancing the user experience. By making these advanced AI tools available for free and focusing on facilitating seamless dialogue between businesses and customers, Meta is laying the groundwork for the future of conversational commerce. This focus on personalising the user experience and collaborating with strategic partners further strengthens Meta’s position in driving innovation in customer service and shaping the digital landscape.

–Summer Ren, BTW reporter

During the Meta Conversations conference in Brazil, Mark Zuckerberg unveiled Meta’s strategic vision of leveraging AI to transform customer interactions on the WhatsApp Business platform. The aim is to empower businesses with AI agents that can efficiently handle customer queries, provide support, and streamline commerce processes.

AI-powered features for WhatsApp business users

Meta introduced a suite of AI-powered features for WhatsApp Business users, including the creation of click-to-WhatsApp ads on Facebook and Instagram, automated responses to common customer messages, and ongoing testing of AI-driven customer support services. These tools are designed to enhance customer engagement and improve the overall user experience.

Also read: Meta’s all-white male AI council sparks diversity concerns

Transforming conversational commerce with generative AI

In collaboration with Bain & Co., Meta highlighted the transformative potential of generative AI-powered assistants in scaling conversational commerce. By offering these tools for free and focusing on increasing customer-business interactions, Meta aims to drive innovation in customer service and create more personalised and intuitive user experiences on the WhatsApp Business platform.

Also read: Meta’s WhatsApp unveils new AI tools for businesses

Meta’s revenue strategy and partner collaborations

While Meta is offering these AI tools at no cost, the primary revenue driver on the WhatsApp Business platform is businesses engaging in more conversations with customers. Collaborating with partners like Reliance Jio’s Inerakt and Shopify-backed Wati, Meta seeks to provide value-added services to merchants who may not want to invest in additional tools.


Summer Ren

Summer Ren is an intern reporter at BTW Media, covering tech trends. She graduated from Cardiff University and had experience in the financial industry as well as video production skills. Send tips to

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