Platforms are having an identity crisis. Or maybe, it’s a rebrand.
Whether they built their businesses on social graphs, short-form video or niche communities, the story from Cannes last week was the same: they’ve always been AI companies. That’s the new message being sold to marketers. The fact that AI rarely showed up in their pitch decks until recently seems beside the point. What matters now is being loud, and being first.
“It’s part of our DNA, which is why we’ve spent more than 10 years researching and investing tens of billions into our capex and building open source models,” said Meta’s vp of EMEA, Derya Matras.
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