Ads, not agents: Meta's clearest AI ROI is pointing compute at FB/IG monetization
matt_slotnick · x · 2026-10-23
mattslotnick questions the focus on Meta's Muse agent: it's a huge opportunity worth pursuing, but if Meta aimed its compute at monetizing Facebook/Instagram, it would be one of the clearest AI ROI stories that exists.
His core argument: ads are the killer AI use case, and "we know this for a fact" — Meta's ad and recommendation systems convert model capability directly into revenue, a far more certain path than general-purpose agents.
Related event: Meta's clearest AI ROI is ads, not Muse, commentators argue(2 posts)→
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