How Muse conversation data could reshape Meta's ad business
The post discusses how personalized context from Muse chats could improve ad targeting and conversion, and whether feed ads still work if agents buy products directly.
with @Meta's Muse getting good traction and reviews from users, it gets me pondering about the downstream effects Meta is now able to collect a lot more personalized context through the conversations users have with Muse. this is likely going to result in better ad targeting, increasing CTR and CVR, growing the ad business but there's the question of, what if the agent is able to manage everything efficiently where it suggests a product and the user buys it there and then. in that case when users scroll by certain products on their TL, would they still be keen on clicking / buying it? mark and the Meta team is evidently thinking about agentic commerce, curious to see how this evolves eventually