Meta has started implementing the Meta AI suite on WhatsApp, Instagram, Facebook and Messenger for Brazilians. The tool, which can answer questions, complete tasks and even draw images, was already being used in some countries. Access to the free tool is via an icon in the shape of a blue and purple disk, which starts a conversation with Meta AI. Interactions are in Portuguese.
The use of AI on Instagram has gained great relevance, impacting both ordinary users and companies and content creators . According to the Manychat survey, released at the IG Summit by Manychat, Brazilian content creators generate more conversations than anywhere else in the world.
The country has surpassed Europe and Asia, for example. Here, content creators are also the group of users who sent the most conversations in 2024 in Brazil: more than 250 million between January and July of this year alone. And, of all sectors, content creators are by far the one that takes the most advantage of the power of conversation automation. The volume is up to five times greater than that of other types of users.
Flavia Rosario, Manychat's General Manager for Brazil, presented new artificial intelligence features at the event, as well as support in Portuguese for Brazilian users - who today form the company's second largest market, with the product available in more than 170 countries.
"There are almost 110 million content creators in Brazil, which means that one in every two Brazilians is a content creator. Of these, 15 million are business owners, meaning they built their ventures based on the creative economy. There is so much opportunity and so much growth," celebrated Flavia Rosario.
Among the new features is AI Steps, which creates a script with a series of questions and answers. It also uses the data collected to personalize future interactions with the audience. The company also developed AI Intention, which recognizes intent when users have initial requests or questions in a conversation. Instead of responding with keywords that can cause errors, it understands intent and offers a relevant response.
Marketing World - With Instagram increasingly using AI in its tools, how do you think content production will be on the network?
Flavia Rosário: The essence will continue to be the high point and connection on social networks. Despite all the advances we have currently made, including our artificial intelligence launches on Manychat, we believe that creating original content is what really promotes a qualified and growing audience.
Given everything we heard from experts at the IG Summit by Manychat, who corroborate what we also think here, the new features, increasingly innovative with AI, will certainly further aid communication and engagement, but they will not replace or threaten content production. They are being developed to add value, because it is this genuine connection that makes the difference in the day-to-day running of networks.
How do you evaluate the use of AI in social media today in terms of relationship building?
Flavia Rosário: The advancement of technologies, especially AI, is intended to be a complementary tool, not an exclusion tool. I believe that not only for me, but for most people, there is no way to have a true and assertive impact, especially on social media, if there is no essence, humanity and the truth of each person, generating differences and unique interactions with the audience. This is the basis for building any relationship and technology comes to add to this process.
Marketing World - Does Manychat focus on influencers, agencies or brands? When developing AI resources, do you think about people who are not tech savvy or people who already have prior knowledge?
Flavia Rosário: Manychat is a company dedicated to building meaningful relationships through intelligent conversations. On the one hand, the platform allows small and medium-sized businesses to generate more sales and conversions through Instagram, WhatsApp, and Messenger by using conversation automation. On the other hand, it has also been transforming the way creators engage their followers, launch, and sell on social media, as the tool allows them to increase conversions and sales on autopilot.
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