My guest on this episode of the podcast is <a href="https://www.linkedin.com/in/swhitcombe/">Simon Whitcombe</a>, the Vice President, Global Business Group at Meta. We discuss Meta&#39;s Business AI and the Meta AI business assistant, both of which were announced ahead of this year&#39;s AdWeek. I unpacked the potential of these tools to help advertisers cross the "ad-product divide" in <a href="https://mobiledevmemo.com/can-meta-cross-the-ad-product-divide/">Can Meta cross the ad-product divide?</a>; in this episode, Simon and I deliberate on the non-advertising opportunity with platform AI tools like these.Among other things, we cover:<ul><li>How Meta is bringing AI to bear for its advertising clients in non-advertising use cases;</li><li>Other potential ways that Meta&#39;s AI tools can be used for optimizing advertisers&#39; products or understanding of advertising performance;</li><li>Meta&#39;s recent <a href="https://engineering.fb.com/2025/11/10/ml-applications/metas-generative-ads-model-gem-the-central-brain-accelerating-ads-recommendation-ai-innovation/">whitepaper on GEM</a>, and whether Meta&#39;s attitude toward transparency with these types of systems has changed over time (especially in light of recent speculation about its Q3 update to Andromeda);</li><li>How advertisers are using creative generation tools to expand creative diversity (versus merely increasing output volume);</li><li>The tenor of feedback that Meta is getting from advertisers about Meta&#39;s AI business tools, and whether that feedback differs by company size, company category, geographic region, etc.;</li><li>How the digital advertising landscape has evolved since COVID.</li></ul>Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:<ul><li><a href="https://webshop.xsolla.com/home?utm_source=content-syndication&utm_medium=infuencer&utm_campaign=webshop2025&utm_content=MDMPod">⁠Xsolla⁠</a>. With the Xsolla Web Shop, you can create a direct storefront, cut fees down to as low as 5%, and keep players engaged with bundles, rewards, and analytics.</li><li><a href="https://www.incrmntal.com/">⁠INCRMNTAL⁠⁠⁠</a>. True attribution measures incrementality, always on.</li><li><a href="https://www.universalads.com/">⁠Universal Ads⁠</a> is Comcast’s self-serve TV ads platform that lets you launch campaigns in minutes across premium inventory from NBC, Paramount, Warner Bros. Discovery, Roku, and more.</li></ul>Interested in sponsoring the Mobile Dev Memo podcast? Contact <a href="mailto:ari@marketecture.tv">⁠⁠Marketecture⁠⁠</a>.

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Season 6, Episode 18: Meta's Business AI and the ad-product divide

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