Meta has launched an AI-driven ad-targeting programme for businesses on WhatsApp, the company announced on Thursday (6 June).

The social media giant has been implementing a range of commerce features on its messaging platform for the past few years. These tools included “business messaging”, which allows businesses to send marketing materials to customers or people who have shared their number with the company.

Meta said the new WhatsApp tools will use AI to monitor a user’s behaviour on Instagram and Facebook and target a company’s business messages to those most receptive to them. 

The new AI tools were revealed by Meta CEO Mark Zuckerberg at a conference in Brazil.

Zuckerberg also unveiled a new AI chatbot able to respond to business inquiries within chat.

The European Commission recently claimed Meta failed to tackle disinformation and deceptive advertising on Facebook and Instagram and announced a major investigation into the company’s compliance with Europe’s Digital Services Act (DSA).

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The investigation comes amid concerns over disinformation in the lead-up to the European elections vote in June. 

The European Commission raised concerns about misinformation originating from Russia, China and Iran, as well as political parties in the EU trying to attract voters with deceptive advertising.