The short version

Ben Thompson predicted on April 25, 2024: “Meta is the principal beneficiary of AI abundance in terms of advertising: the more content exists to monetize, and the more people there are consuming it, the better Meta will do.” Verdict: Called it. Meta's ad growth outpaced much of the industry through 2024 and 2025, particularly in performance advertising, due to AI-driven…

Prediction by

Ben Thompson

On April 25, 2024

“Meta is the principal beneficiary of AI abundance in terms of advertising: the more content exists to monetize, and the more people there are consuming it, the better Meta will do.”

Follow-up

Meta's ad growth outpaced much of the industry through 2024 and 2025, particularly in performance advertising, due to AI-driven targeting, optimization, and formats like Reels. Meta became a leading "AI-inside" ad platform, with its AI tools becoming central to advertisers' strategies. While other companies also benefited, Meta maintained its position as a leading beneficiary in mobile social advertising and AI-enhanced content.

From the High Caliber AI network — see the AI for PR module in the course.