After shifting users’ attention, technologies are also changing the way intent is formed. What does this mean for Meta Advertising and for an industry—such as tourism—that must identify desires that are becoming less and less explicit and decisions that are increasingly influenced by AI?
For years, digital marketing has sought to capture attention and tap into an already existing intention.
But what happens when that intention becomes less and less explicit?
Recommendation systems, algorithms, and AI are increasingly stepping in at an earlier stage, suggesting what to watch, what to want, and what alternatives to consider.
A growing part of the decision-making process is thus mediated by artificial intelligence systems.
Meta Advertising is also changing accordingly: less reliance on predefined audiences, more signals, machine learning, automation, and creativity.
The role of those working in tourism is changing today.
It’s no longer enough to ask ourselves who we want to reach, but rather what signals we send to algorithms and what desire we’re able to generate.
For the tourism industry, this transformation is particularly significant: often, a destination must capture the traveler’s imagination even before they’ve decided to go.
So how do we build an advertising strategy when AI no longer merely intercepts intent but actively participates in the process through which it is formed?
A technical presentation to understand the new Meta Advertising and, through it, the shift from the battle for attention to the battle for intent.
