Meta has appointed Clara Shih, the former CEO of AI at Salesforce, to spearhead a newly created Business AI group aimed at developing AI tools for businesses using its social media platforms.
In a LinkedIn post on Tuesday, Shih announced her new role, mentioning the group’s vision to democratise access to cutting-edge AI technology for businesses of all sizes.
The new initiative indicates a shift in Meta’s strategy toward AI, with a focus on enabling businesses to create more effective content and ads using artificial intelligence. While it is unclear exactly what tools will be offered, the idea of AI-generated ads seems likely, as Meta has already begun integrating AI-driven content into its platforms. This includes features like AI-generated images in Facebook carousels and chatbots mimicking content creators on Instagram. The introduction of these AI tools could provide businesses with affordable ways to produce ads and other content, further cementing Meta’s dominance in the digital advertising space.
Unlike companies such as OpenAI and Google, Meta does not plan to sell AI products directly but instead aims to integrate its AI tools into its existing suite of platforms, betting that enhanced tools will drive up ad spending—the company’s primary source of revenue
Shih brings a wealth of experience to the role, having previously led Salesforce’s AI efforts. However, Salesforce’s AI ventures have faced challenges, with the company experiencing significant stock drops amid concerns it was falling behind in the AI race. Since then, Salesforce has redoubled its focus on AI, releasing new tools like Agentforce to try and regain momentum. Now, at Meta, Shih will have the opportunity to shape a new AI-driven business strategy in one of the most rapidly evolving industries.
