Connect with us

Published

on

Sebastien Bozon | AFP | Getty Images

Shortly after ChatGPT hit the market last year and instantly captured headlines for its ability to appear human in answering user queries, digital marketing veteran Shane Rasnak began experimenting.

As someone who had built a career in creating online ad campaigns for clients, Rasnak saw how generative artificial intelligence could transform his industry. Whether it was coming up with headlines for Facebook ads or short blurbs of ad copy, Rasnak said, jobs that would have taken him 30 minutes to an hour are now 15-minute projects.

And that’s just the beginning.

Rasnak is also playing with generative AI tools such as Midjourney, which turns text-based prompts into images, as he tries to dream up compelling visuals to accompany Facebook ads. The software is particularly handy for someone without a graphic design background, Rasnak said, and can help alongside popular graphic-editing tools from Canva and Adobe’s Photoshop.

While it’s all still brand new, Rasnak said generative AI is “like the advent of social media” in terms of its impact on the digital ad industry. Facebook and Twitter made it possible for advertisers to target consumers based on their likes, friends and interests, and generative AI now gives them the ability to create tailored messaging and visuals in building and polishing campaigns.

“In terms of how we market our work, the output, the quality and the volume that they’re able to put out, and how personalized you can get as a result of that, that just completely changes everything,” Rasnak said.

Rasnak is far from alone on the hype train.

Meta, Alphabet and Amazon, the leaders in online advertising, are all betting generative AI will eventually be core to their businesses. They’ve each recently debuted products or announced plans to develop various tools to help companies more easily create messages, images and even videos for their respective platforms.

Generative A.I. startups are driving VC deals

Their products are mostly still in trial phases and, in some cases, have been criticized for being rushed to market, but ad experts told CNBC that, taken as a whole, generative AI represents the next logical step in targeted online advertising.

“This is going to have a seismic impact on digital advertising,” said Cristina Lawrence, executive vice president of consumer and content experience at Razorfish, a digital marketing agency that’s part of the ad giant Publicis Groupe.

In May, Meta announced its AI Sandbox testing suite for companies to more easily use generative AI software to create background images and experiment with different advertising copy. The company also introduced updates to its Meta Advantage service, which uses machine learning to improve the efficiency of ads running on its various social apps.

Meta has been pitching the Advantage suite as a way for companies to get better performance from their campaigns after Apple’s 2021 iOS privacy update limited their ability to track users across the internet.

‘Personalization at scale’

Meta Platforms CEO Mark Zuckerberg speaks at Georgetown University in Washington, Oct. 17, 2019.

Andrew Caballero-Reynolds | AFP | Getty Images

Varos CEO Yarden Shaked said the increase shows Facebook is having some success in persuading advertisers to rely on its automated ad technology. However, Shaked said he’s “not sold on the creative piece yet,” regarding Meta’s nascent foray into providing generative AI tools for advertisers.

Similarly, Rasnak said Midjourney’s tool isn’t “quite there yet” when it comes to producing realistic imagery that could be incorporated into an online ad, but is effective at generating “cartoony designs” that resonate with some smaller clients.

Jay Pattisall, an analyst at Forrester, said several major hurdles prevent generative AI from having a major immediate impact on the online ad industry.

One is brand safety. Companies are uncomfortable outsourcing campaigns to generative AI, which can generate visuals and phrases that reflect certain biases or are otherwise offensive and can be inaccurate.

Earlier this year, Bloomberg News found that AI-created imagery from the popular Stable Diffusion tool produced visuals that reflected a number of stereotypes, generating images of people with darker skin tones when fed prompts such as “fast-food worker” or “social worker” and associating lighter skin tones with high-paying jobs.

There are also potential legal issues when it comes to using generative AI powered by models trained on data that’s “scraped from the internet,” Pattisall said. Reddit, Twitter and Stack Overflow have said they will charge AI companies for use of the mounds of data on their platforms.

Scott McKelvey, a longtime marketing writer and consultant, cited other limitations surrounding the quality of the output. Based on his limited experience with ChatGPT, the AI chatbot created by OpenAI, McKelvey said the technology fails to produce the kind of long-form content that companies could find useful as promotional copy.

“It can provide fairly generic content, pulling from information that’s already out there,” McKelvey said. “But there’s no distinctive voice or point of view, and while some tools claim to be able to learn your brand voice based on your prompts and your inputs, I haven’t seen that yet.”

An OpenAI spokesperson declined to comment.

A spokesperson for Meta said in an email that the company has done extensive research to try to mitigate bias in its AI systems. Additionally, the company said it has brand-safety tools intended to give advertisers more control over where their ads appear online and it will remove any AI-generated content that’s in violation of its rules.

“We are actively monitoring any new trends in AI-generated content,” the email said. “If the substance of the content, regardless of its creation mechanism, violates our Community Standards or Ads Standards, we remove the content. We are in the process of reviewing our public-facing policies to ensure that this standard is clear.”

The Meta spokesperson added that as new chatbots and other automated tools come to market, “the industry will need to find ways to meet novel challenges for responsible deployment of AI in production” and “Meta intends to remain at the forefront of that work.”

Stacy Reed, an online advertising and Facebook ads consultant, is currently incorporating generative AI into her daily work. She’s using the software to come up with variations of Facebook advertising headlines and short copy, and said it’s been helpful in a world where it’s more difficult to track users online.

Reed described generative AI as a good “starting point,” but said companies and marketers still need to hone their own brand messaging strategy and not rely on generic content. Generative AI doesn’t “think” like a human strategist when producing content and often relies on a series of prompts to refine the text, she explained.  

Thus, companies shouldn’t simply rely on the technology to do the big picture thinking of knowing what themes resonate with different audiences or how to execute major campaigns across multiple platforms.

“I’m dealing with large brands that are struggling, because they’ve been so disconnected from the average customer that they’re no longer speaking their language,” Reed said.

For now, major ad agencies and big companies are using generative AI mostly for pilot projects while waiting for the technology to develop, industry experts said.

Earlier this year, Mint Mobile aired an ad featuring actor and co-owner Ryan Reynolds reading a script that he said was generated from ChatGPT. He asked the program to write the ad in his voice and use a joke, a curse word and to let the audience know that the promotion is still going.

After reading the AI-created text, Reynolds said, “That is mildly terrifying, but compelling.”

Watch: Social media showdown: Instagram to launch direct competitor to Twitter

Social media showdown: Instagram to launch direct competitor to Twitter

Continue Reading

Technology

Shares of Australian critical metal companies surge on $8.5 billion U.S. minerals deal

Published

on

By

Shares of Australian critical metal companies surge on .5 billion U.S. minerals deal

U.S. President Donald Trump, and Anthony Albanese, Australia’s prime minister, shake hands outside the West Wing of the White House in Washington, DC, US, on Monday, Oct. 20, 2025.

Bloomberg | Bloomberg | Getty Images

Shares of some of Australia’s largest critical metals and rare earths companies surged on Tuesday following the announcement of a massive minerals deal between Washington and Canberra worth up to $8.5 billion.

The agreement — signed by U.S. President Donald Trump and Australian Prime Minister Anthony Albanese on Monday — includes funding for multiple projects aimed at boosting the supply of key materials used in defense manufacturing and energy security.

Lynas Rare Earths, Australia’s largest rare earths producer by market capitalization, jumped about 4.7% in early Asia trading. Mineral sand miner Iluka Resources advanced more than 9% while lithium producer Pilbara Minerals added roughly 5%.

Other smaller rare earth miners also made gains, with VHM soaring around 30%, while Northern Minerals popped over 16%. Meanwhile, Latrobe Magnesium, Australia’s primary producer of the critical metal magnesium, rose nearly 47%. 

NYSE-listed Alcoa, which is developing a project in Western Australia to recover and refine the critical metal gallium, was identified as one of the two priority projects under the new minerals deal. Washington will make an equity investment in the initiative.

Shares of Alcoa, also traded on the Australian Securities Exchange through depositary receipts, rose nearly 10%.

Rare earths and critical metals are essential for high-tech products such as electric vehicles, semiconductors and defense equipment. 

China, the global leader in the production of rare earths and many other critical minerals, has tightened export controls on the materials amid a trade war with the U.S., accelerating international efforts to diversify global supply chains. 

Albanese said the two countries will each contribute $1 billion over the next six months for projects that are “immediately available.”

However, a White House fact sheet later stated that Washington and Canberra will invest more than $3 billion in critical mineral projects over the same period, describing the agreement as a “framework.”

The White House also said that the Export-Import Bank of the United States will issue seven letters of interest for more than $2.2 billion in financing, potentially unlocking up to $5 billion in total investment.

Continue Reading

Technology

CNBC Daily Open: All you need for a rally is a good iPhone

Published

on

By

CNBC Daily Open: All you need for a rally is a good iPhone

Consumers experience the iPhone 17 in an Apple store in Shanghai, China on October 13, 2025.

Cfoto | Future Publishing | Getty Images

Critics’ displeasure at the iPhone 17 Pro’s fluorescent orange color aside, Apple’s “Cosmic Orange” smartphone has charmed fans — and investors.

The newest iPhone 17 series, which includes the base iPhone 17 and its overachieving Pro and skinny Air siblings — that come in colors other than orange, to be clear — has been outselling the previous one in the U.S. and China, according to Counterpoint data. In fact, the iPhone Air sold out within minutes of going on sale in China, reported the South China Morning Post.

Shares of Apple popped nearly 4% on the news and closed at an all-time high. That must be welcome news for CEO Tim Cook and investors, as the stock has been one of the biggest laggards in the Magnificent 7 group. That jump puts Apple’s year-to-date gains at around 5%, compared with Nvidia’s 36% and Meta’s 25%.

Another member of the Mag 7, however, had a bumpy Monday. Amazon’s cloud arm, Amazon Web Services, suffered an outage. Sites such as Reddit and Snapchat went dark, plunging millions, including yours truly, into existential crises. Shares of Amazon still increased around 1.6%.

U.S. markets also rose more broadly, with major indexes ending Monday in the green. This week, investors will be keeping their eye on the U.S.’ trade developments with China as well as earnings reports from companies such as Netflix, Tesla and Intel.

What you need to know today

And finally…

U.S. President Donald Trump (L) greets Ukrainian President Volodymyr Zelenskyy outside the West Wing of the White House on October 17, 2025, in Washington, DC.

Win Mcnamee | Getty Images News | Getty Images

Trump calls for Ukraine to be carved up with Russia after tense meeting with Zelenskyy

U.S. President Donald Trump held a tense meeting with his Ukrainian counterpart Volodymyr Zelenskyy at the White House on Friday, with the potential supply of U.S. long-range cruise missiles, Tomahawks, on the agenda.

Zelenskyy walked away from the meeting not only empty-handed, but apparently upbraided by Trump, who said Ukraine should accept Russia’s terms for ending the war — by handing over the entire eastern territory of Donbas, the epicenter of ongoing fighting in Ukraine.

— Holly Ellyatt

Continue Reading

Technology

Trump calls for National Guard deployment in San Francisco loom over city’s AI-driven resurgence

Published

on

By

Trump calls for National Guard deployment in San Francisco loom over city's AI-driven resurgence

US President Donald Trump speaks to the press after disembarking from Air Force One upon arrival at Palm Beach International Airport in West Palm Beach, Florida, Oct. 17, 2025, as he travels to Mar-a-Lago for the weekend.

Saul Loeb | AFP | Getty Images

President Donald Trump is stepping up his calls to deploy the National Guard to San Francisco at the very moment that the city is undergoing a post-pandemic resurgence, propelled by artificial intelligence.

Crime rates are down 30% from 2024, homicide levels hit their lowest levels in 70 years and car break-ins haven’t been this low in 22 years. Meanwhile, event bookings and tourism are on the rise, residential real estate is becoming more scarce and the office market is heating up.

Business momentum in the city is largely built on the AI boom.

New data from CBRE show venture capital funding in 2025 is expected to surpass the record high of $276 billion hit in 2021. The bulk of that investment has been in San Francisco and Silicon Valley, where 80% of AI venture funding through the third quarter has been targeted to the tune of $115 billion.

By the end of the September, the San Francisco Bay Area was already 35% above its previous annual investment peak, according to CBRE’s VC Funding analysis.

“San Franciscans are feeling positive about the direction of our city once again,” Daniel Lurie, the city’s Democratic mayor said in a statement last week released by Governor Gavin Newsom’s office. “And we are going to continue working every single day to build on this progress and keep our city safe 365 days a year.”

The statement was meant to tout the successful efforts of local law enforcement ahead of Salesforce’s annual Dreamforce conference last week. The issue became particularly controversial after Salesforce CEO Marc Benioff told the New York Times that he’d support Trump’s call for federal troops to be sent to San Francisco. His sentiments were publicly supported by Elon Musk and David Sacks, high-profile techies with close ties to the Trump Administration.

On Friday, facing mounting criticism, Benioff backtracked, posting on X that, “Having listened closely to my fellow San Franciscans and our local officials, and after the largest and safest Dreamforce in our history, I do not believe the National Guard is needed to address safety in San Francisco.”

Salesforce CEO Marc Benioff walks back call for National Guard in San Francisco

The Trump administration recently deployed the National Guard to Chicago and Portland, Oregon, sparking protests and lawsuits. Over the weekend, President Trump repeated his plans to send troops to San Francisco, telling Fox News’ Maria Bartiromo that, “the difference is I think they want us in San Francisco.”

The White House didn’t immediately respond to CNBC’s request for comment on the President’s plans.

In a statement late Monday, Lurie said San Francisco law enforcement has partnerships with federal agencies to deal with drug crimes and additional troops aren’t necessary.

“I am deeply grateful to the members of our military for their service to our country, but the National Guard does not have the authority to arrest drug dealers — and sending them to San Francisco will do nothing to get fentanyl off the streets or make our city safer,” Lurie said.

Lurie previously cheered the safety of events that took place in the last week including Dreamforce and No Kings Protests over the weekend. In contrast to Newsom, Lurie has taken a far less combative approach to Trump since taking office in January.

“San Francisco is on the rise,” Lurie wrote in a post on X on Oct. 12, a couple days before Dreamforce was set to begin.

The data support that view.

Tourism spending is expected to increase modestly this year to $9.35 billion, up from $9.26 billion, according to the San Francisco Travel Association. Conferences, sporting events such as NBA All-Star weekend, and music festivals like Outside Lands have contributed to the growth.

The commercial real estate market is also recovering as Covid-era work from home policies get slowly unwound.

Tech companies increased their share of leasing activity by square footage to 53% in 2025, the highest since 2019, CBRE said. Apartment rental prices are surging as well. Multifamily rentals increased 6% in August, much more than the 3.75% jump in Chicago, the city with the second-steepest climb, according to CoStar.

Ted Egan, chief economist for San Francisco, told CNBC in an interview that “housing is probably as cheap as it’s going to get for a while.”

There remains plenty of room for improvement. The city has lost key tenants in its downtown shopping district in recent years, including its flagship Nordstrom store. The Nordstrom location was part of San Francisco City Centre, which was the city’s largest mall but is now effectively empty.

Office vacancies remained high at 33.6% in the third quarter, according to Cushman and Wakefield. Homelessness and open drug use are longstanding issues, heavily concentrated in certain parts of the city.

But Egan said that, in addition to the data, he’s noticed a significant change in the city’s health.

“It seems cleaner and safer now than it’s ever been in any of the time that I’ve been here,” said Egan, who’s worked in San Francisco for more than 20 years. “I still think it’s a great place to move to because it’s got tons of economic opportunity. It’s got tons of long-term economic strengths for people starting out in their career.”

WATCH: Salesforce CEO faces pushback over support for potential National Guard deployment

Salesforce CEO faces pushback over support for potential National Guard deployment in San Francisco

Continue Reading

Trending