Communicating AI
We joined Meta's International Marketing AI Academy in London to tackle a simple question: How do we approach AI in our communications?
This week marked the international launch of Meta AI. With 4bn users across WhatsApp, Instagram & Facebook, this is going to be a lot of people’s first experience of AI in their daily lives.
Five things that stood out from our discussions
Transparency Wins Trust
90% of people expect brands to disclose when content is AI-generated¹.
Not Everyone’s Sold on AI
Millennials love it (74%), older consumers remain wary².
People Can't Tell What's Real
76% struggle to distinguish AI content from reality³.
AI Imagery Works (If You're Honest)
People prefer AI images over real photos—until people realise they’re AI⁴.
Use Cases Beat Features
Meta shows us how it's done—using AI practically, like finding a group dinner spot via WhatsApp⁵. People buy simple solutions, not complicated tech.
With more products needing communication around AI features and AI being used across the marketing creation process, this is a fast-evolving space we’re always keen to explore.
References:
¹ Getty Images VisualGPS, 2024
² YouGov, 2024
³ Imgix, 2025
⁴ University of Oxford and Naples study, 2024
⁵ Meta International Marketing AI Meetup, 2025
