Mark Zuckerberg

Mark Zuckerberg is reimagining the future of advertising—and in his bold vision, ad agencies no longer have a seat at the table. Speaking on Stratechery with Ben Thompson, the Meta CEO shared how artificial intelligence is set to completely transform the advertising ecosystem, leaving creative, targeting, and measurement in the hands of powerful algorithms.

Zuckerberg emphasizes that while creativity is still a factor today, it remains “pretty hard to produce.” But Meta, he says, is “pretty close” to solving that challenge with AI. His message is clear: soon, businesses may no longer need human creative teams, media buyers, or performance analysts to run successful campaigns.

Instead, in this AI-first approach, a business could simply plug into Meta’s system—share a goal, connect a bank account, and let AI handle the rest. There would be no need for creatives, targeting demographics, or manual measurement. Meta’s platform would automate the entire process, delivering outcomes and data without outside help with Mark Zuckerberg.

Zuckerberg describes this radical shift as a “redefinition of the category of advertising.” It’s a future where AI doesn’t just assist but takes complete control of the advertising funnel—from strategy to execution.

AI Is Core to Meta’s Future Growth

This vision aligns closely with Meta’s broader AI ambitions. During the same conversation, Zuckerberg highlighted four major product and business areas powered by AI, starting with advertising. Enhancing ad performance through AI remains Meta’s top priority, particularly as it works to stay ahead in a competitive digital landscape.

While agencies and creatives are notably absent from this vision, Meta’s Q1 earnings paint a picture of strong momentum. The company reported $40.97 billion in advertising revenue, a sign that its evolving approach is already delivering returns. Zuckerberg also noted significant growth in products like Meta AI and AI-powered smart glasses, both of which reflect the company’s accelerating shift toward artificial intelligence.

Job Displacement and Industry Disruption Loom

Zuckerberg’s AI-forward mindset comes amid wider concerns about AI’s impact on the workforce. Duolingo, for instance, has already announced plans to replace much of its contract content creation workforce with AI. In January, Meta itself cut 3,600 jobs—5% of its global staff—to prioritize AI-focused hiring and innovation.

This points to a larger industry trend: automation is no longer just about efficiency—it’s about full-scale transformation. For agencies and creatives, Zuckerberg’s comments sound an alarm. The era of human-led advertising may be nearing its end, as platforms like Meta aim to become all-in-one AI marketing solutions.

What This Means for the Future of Advertising

If Meta succeeds in this vision, businesses could enjoy faster, cheaper, and more efficient ad campaigns. But the trade-off could be the loss of human creativity, strategic nuance, and emotional storytelling—elements that have long made great advertising truly memorable.

Whether this future enhances or erodes the industry remains to be seen. But one thing is certain: AI is not just an add-on—it’s the main player now.