Meta just made its AI your problem

Meta's changing its ad terms.

Under the new version, advertisers are "solely responsible" for the risks of Meta's AI features and whatever they produce.

Some advertisers say those features were switched on without them asking.

There's also a clause that lets Meta crawl the websites tied to your business.

The start date's moved from 30 October to 20 November. And the word "train" has come out.

I'll leave the wording to the lawyers.

What caught my attention is what it says about where ads are going.

AI is doing some crazy shit nowadays.

And so many brands are adopting it that the ads are starting to look the same.

Same visual aesthetic. Same hooks. Same captions. Same messages. Same formats.

That's the whole problem.

When everything looks the same, people stop seeing it.

I think the AI slop is going to shift audiences to become blind to a lot of these ads.

Not because every one of them is bad. Because they've already seen it.

Here's the interesting part.

That makes standing out more important than it's ever been.

And it actually strengthens the opportunity for anyone willing to do it.

I see two ways in.

One is to be cutting edge with AI. Use it in a way other people aren't.

The other is what's worked for generations.

The human touch. Being creative. Finding ways to get your message out that aren't templated.

Either way, the move is the same.

Stop reaching for the hook, the caption, and the format that's been used countless times.

Use a real concept that's hard to do.

How can you go out into the real world and film something magical? Or thought-provoking, or beautiful, or mesmerizing?

How can you capture a moment that resonates with people, in a way that still works as an ad?

That's hard.

That's the point.

Anything easy to make is easy to copy. And now a machine can copy it too.

So here's my bet.

As advertisers get more and more lazy, the hard stuff is going to get more and more effective.

The gap is in what can't be templated.

Look at the last ad you launched.

Could anyone with the same tools have made it by lunchtime?

If yes, hit reply and tell me what you'd go out and film instead.

— Eddie