AI as the New Creative Partner in Advertising: Meta Shares Marketing Strategies in the AI Era, Emphasizing Human Judgment as the Core Value
Date :
2025-12-09
Department :
International Master's Program in International Communication Studies
【Article by College of Communication】
In an AI-driven content era, how can students understand the shifting marketing landscape and harness technology as a practical partner? On December 4, the EMI course Computer-Mediated Communication from NCCU’s College of Communication stepped outside the classroom as Professor Tsung-Jen Shih led students on a visit to Meta’s Taiwan office. There, they heard Meta Agency Partner Yvonne Liu share insights on the latest AI marketing strategies, automated ad delivery, and the mechanics of social platforms. The visit went beyond listening—it allowed students to engage directly with tools inside a tech giant and experience how AI is reshaping the media ecosystem and content flows, prompting deeper reflection on the role of human talent in the AI era.
Liu noted that nearly half of Instagram content is now recommended to users by AI, showing that algorithms are no longer just backend systems but major forces shaping how the public receives information. By learning from extensive behavioral data, AI can rapidly generate personalized ads, predict interests, and continuously optimize performance. Using the brand Rothy’s as an example, she explained how adopting Meta Advantage+ reduced cost per purchase by about 15% and increased return on ad spend by 25%, demonstrating the competitive advantage automated delivery brings in today’s crowded market.
Beyond trends and tools, students also engaged in hands-on planning using generative AI—covering goal-setting, audience segmentation, content direction, and short-form video hook design, simulating a complete digital marketing workflow. In the on-site group activity, students Mr. Blauwart and Ms. Hsu proposed a campaign themed “Attracting Solo Travelers to a Travel Website.” They used AI to build potential customer profiles and develop marketing copy, visual style suggestions, and Reels shooting angles, shaping a prototype strategy suitable for real-world testing. They shared afterward that this blend of cross-cultural collaboration and AI-assisted planning gave them a fresh experience where theory genuinely met industry practice, deepening their understanding of how humans must reclaim the role of “decision-maker” when generating creative concepts with AI.
In her feedback, Liu reminded students that although AI can rapidly produce numerous ideas, the prioritization of strategies ultimately depends on human judgment. She described AI as “a research assistant”—helping assemble information and propose directions—but final decisions must rely on human sensitivity to the market, insight, and communication strategy. Her reminder made students realize that in an age where AI can endlessly replicate creativity, the need to integrate information, ask good questions, set objectives, and articulate viewpoints becomes even more essential.
Professor Shih noted that this corporate visit and hands-on project allowed students to directly witness how AI is influencing advertising and social media ecosystems—and, in turn, how the media industry is undergoing transformation. “AI certainly increases efficiency and optimizes processes, but human thinking, creativity, and value judgment cannot be replaced,” he said. “The core of marketing is not the data itself, but understanding people, telling stories, and creating meaning.” He hopes students will bring these experiences back into their studies and future work, enabling them to face an AI-driven media environment with sharper judgment and stronger creativity.
More than a company visit, this was a live demonstration of how AI is reshaping content industries. AI brings unprecedented speed and scale, but human sensitivity, empathy, and depth of thought will determine how far the technology can go. This class offered students a true “industry immersion,” showing them that the future is not about AI replacing people—but about people who understand AI gaining more possibilities.
In an AI-driven content era, how can students understand the shifting marketing landscape and harness technology as a practical partner? On December 4, the EMI course Computer-Mediated Communication from NCCU’s College of Communication stepped outside the classroom as Professor Tsung-Jen Shih led students on a visit to Meta’s Taiwan office. There, they heard Meta Agency Partner Yvonne Liu share insights on the latest AI marketing strategies, automated ad delivery, and the mechanics of social platforms. The visit went beyond listening—it allowed students to engage directly with tools inside a tech giant and experience how AI is reshaping the media ecosystem and content flows, prompting deeper reflection on the role of human talent in the AI era.
Liu noted that nearly half of Instagram content is now recommended to users by AI, showing that algorithms are no longer just backend systems but major forces shaping how the public receives information. By learning from extensive behavioral data, AI can rapidly generate personalized ads, predict interests, and continuously optimize performance. Using the brand Rothy’s as an example, she explained how adopting Meta Advantage+ reduced cost per purchase by about 15% and increased return on ad spend by 25%, demonstrating the competitive advantage automated delivery brings in today’s crowded market.
Beyond trends and tools, students also engaged in hands-on planning using generative AI—covering goal-setting, audience segmentation, content direction, and short-form video hook design, simulating a complete digital marketing workflow. In the on-site group activity, students Mr. Blauwart and Ms. Hsu proposed a campaign themed “Attracting Solo Travelers to a Travel Website.” They used AI to build potential customer profiles and develop marketing copy, visual style suggestions, and Reels shooting angles, shaping a prototype strategy suitable for real-world testing. They shared afterward that this blend of cross-cultural collaboration and AI-assisted planning gave them a fresh experience where theory genuinely met industry practice, deepening their understanding of how humans must reclaim the role of “decision-maker” when generating creative concepts with AI.
In her feedback, Liu reminded students that although AI can rapidly produce numerous ideas, the prioritization of strategies ultimately depends on human judgment. She described AI as “a research assistant”—helping assemble information and propose directions—but final decisions must rely on human sensitivity to the market, insight, and communication strategy. Her reminder made students realize that in an age where AI can endlessly replicate creativity, the need to integrate information, ask good questions, set objectives, and articulate viewpoints becomes even more essential.
Professor Shih noted that this corporate visit and hands-on project allowed students to directly witness how AI is influencing advertising and social media ecosystems—and, in turn, how the media industry is undergoing transformation. “AI certainly increases efficiency and optimizes processes, but human thinking, creativity, and value judgment cannot be replaced,” he said. “The core of marketing is not the data itself, but understanding people, telling stories, and creating meaning.” He hopes students will bring these experiences back into their studies and future work, enabling them to face an AI-driven media environment with sharper judgment and stronger creativity.
More than a company visit, this was a live demonstration of how AI is reshaping content industries. AI brings unprecedented speed and scale, but human sensitivity, empathy, and depth of thought will determine how far the technology can go. This class offered students a true “industry immersion,” showing them that the future is not about AI replacing people—but about people who understand AI gaining more possibilities.