Arabic version: الذكاء الاصطناعي يعزز إعلانات ميتا مع تباطؤ نمو بحث جوجل

According to Cnbc, Meta’s advertising revenue rose 26% from a year earlier to $63.1 billion in the latest quarter, while Google’s Search and other unit grew 12% to $63.4 billion. The 14-point gap was the widest in Meta’s favor since 2021, leaving the two ad businesses nearly equal in size.

The divergence reflects how artificial intelligence is affecting consumer discovery and advertising. Meta says its AI investments are improving targeting and campaign tools across Facebook and Instagram, while Google faces competition from chatbots that can offer alternatives to traditional search results and reduce clicks on links. Anthropic’s Claude and Meta’s recently launched Muse assistant add to the options available to users.

“If ChatGPT or Claude or Muse is better at helping them find what they’re looking for, people’s search habits might change for the first time in a generation,” Nate Elliott, an analyst covering AI at Emarketer, told CNBC. “That’s potentially catastrophic for Google’s ad business.” Google said search queries reached a record in the quarter, but its search revenue growth slowed.

Meta said almost 10 million advertisers used at least one of its AI tools in the third quarter. CFO Susan Li said advertisers adopting recommendations from the Meta AI business assistant drove almost 5% more conversions and increased advertising investment by 9% compared with similar non-adopters. Google is also deploying Gemini models across its ads infrastructure, including tools intended to improve ad quality.

Both companies are committing heavily to AI infrastructure while seeking to diversify revenue. Google projects capital expenditures of up to $205 billion this year, while Meta expects to spend up to $145 billion. Google also reported cloud computing revenue of $31 billion in the quarter, up more than 100%, whereas Meta still derives 98% of sales from advertising.