The messaging arrives ahead of Meta’s Q2 earnings call on July 29, where the company is under pressure to demonstrate that its planned $135 billion AI investment in 2026 is delivering long-term value.
Meta has launched several new consumer AI products in recent months, including the latest version of its Muse Spark LLM and AI-powered Ray-Ban and Oakley smart glasses.
Emotive AI ads
In the race to win over consumers, other AI platforms have been enlisting the same age-old marketing strategy as Meta: emotional marketing.
Anthropic’s “Hope in Hard Questions” campaign launched earlier in July with help from Mother and director Myles McAuliffe.
Informed by real insights from 120,000 people globally, the spot opened with the question, “Can AI be trusted?” before arcing toward more hopeful questions toward the end, like “Could AI help people stop feeling misunderstood?”
