Meta Strengthens AI Ecosystem in Asia Pacific for Creators and Businesses
In a regional press briefing, Benjamin Joe, Vice President Asia Pacific at Meta, revealed a major transformation in artificial intelligence (AI) adoption across the Asia Pacific region. Meta no longer views AI as experimental technology, but rather as core infrastructure connecting creators, businesses and consumers within a single integrated ecosystem.
“We are not simply building a collection of products. We are building an ecosystem that can help users discover products and services in their daily lives,” said Joe.
He explained that in Asia Pacific, product discovery now predominantly takes place on social media, from watching livestreams and following creator recommendations to transacting through chat features.
Data shows that consumers in Asia Pacific display highly adaptive shopping behaviour towards digital platforms compared with other regions of the world. Based on an Ipsos Holiday Shopping study, there are significant differences in seasonal shopping patterns and levels of consumer trust in the region.
Furthermore, trust in creator reviews in Asia Pacific is recorded at 6 points higher than in any other region. Consumers who discover products through Meta platforms also tend to shop 1.3 times more.
Meta recorded company revenue growth of 28% year-on-year, with 3.6 billion people using at least one Meta application every day. This success has been driven by the integration of Large Language Models (LLMs) to improve the accuracy of predictions and advert rankings on Facebook and Instagram.
Currently, around 9 million small businesses have utilised Meta’s generative AI-based creative tools. Adoption of image generation features has more than doubled this quarter. Joe stressed that access to this AI technology is inclusive, with sole traders through to large agencies gaining access to the same tools.
To support this ecosystem, Meta has introduced various features that make it easier for consumers to take action after discovering products.
On the security front, Meta has removed 159 million fraudulent adverts and disabled 10.9 million scam syndicate accounts over the past year. Through global collaboration with law enforcement, including the Royal Thai Police, Meta has taken action against more than 1 million illegal online assets.
Meta also continues to invest in inclusivity through the Small Business Growth Academy in 12 Asia Pacific countries. In Singapore, the Ray-Ban Meta AI glasses innovation is beginning to be used to help the visually impaired community recognise objects and read menus, marking a new step in the use of AI for humanitarian purposes.
“Last year, AI was still at the experimental stage. This year, clients are asking how quickly they can integrate it comprehensively. They are no longer experimenting; they are building systems,” concluded Joe.