Meta has likely already generated more revenue from generative artificial intelligence (GenAI) than most companies in the world today. While we don't yet have all the necessary data to draw definitive conclusions, some disclosures from the last earnings call strongly point in this direction.
First, Meta disclosed that its GenAI video generation tools have reached $10 billion in annualized revenue. This figure alone surpasses the total GenAI revenue that most companies dream of, and Meta noted that these tools are growing at almost three times the rate of overall advertising revenue.
Second, Meta has seen significant revenue growth from GenAI within its core advertising system, rather than on the periphery. In one quarter, GenAI-driven ad ranking and delivery upgrades increased Facebook ad clicks by 3.5%, Instagram conversion rates by over 1%, and the new runtime model delivered another 3% increase in conversion rates. For a company the size of Meta, even small percentage increases translate into billions of dollars in revenue.
Third, Meta's GenAI-enabled incremental attribution system improved conversion rates by 24% compared to standard attribution and achieved billions of dollars in annualized revenue within just seven months of its launch. For an AI product, especially one directly embedded in the advertising technology stack, such rapid monetization is rare.
Fourth, Meta emphasizes that in the second half of 2025, the revenue impact of AI-driven cross-user and cross-session ad redistribution will be almost four times that of simply increasing ad volume. This indicates that GenAI has now become a major driver of improved monetization efficiency, not just an enhancement of product functionality.
Finally, GenAI's improvements to recommendation features have significantly increased user engagement across Meta's various platforms. Instagram Reels saw a more than 30% increase in view time, Facebook news feed and video views increased by 7% after the recommendation feature upgrade, and Threads' dwell time increased by 20%. This growth expanded monetizable ad resources without increasing ad density.
In conclusion, Meta's investment extends far beyond generative AI. It has already translated it into actual revenue through creative tools, ad ranking, attribution analysis, and recommendations.