Artificial intelligence democratising discovery ecosystem: Meta's Srinivas

Artificial intelligence (AI) is making the discovery ecosystem on Meta platforms further democratised, according to Arun Srinivas, director and head (India), Ad Business, Meta.

 

This, in turn, has meant that more than 50 per cent of content on platforms like Instagram are recommended by AI. “With AI, users get more and more content that they like to spend time on. This for creators and brands creates a wider reach,” he told Business Standard in a video interview.

 

Srinivas also added that this visibility and reach has meant several brands being first launched on Meta platforms — Instagram, Facebook, and Thread. “Many direct-to-consumer (D2C) firms have attributed their birth and success to platforms like ours,” he added.

 

 

While talking about the trends for 2024, he said that there are two key trends — the rise of quick commerce (qcom), and acceleration and penetration of ecommerce (ecom) in Tier 2 and 3 cities. These were the findings of Meta-commissioned GWI study on qcom, he said.

 

The survey found that 86 per cent of respondents discovered new qcom brands or products via Meta platforms. The study also showed that Meta platforms drive maximum conversion rates, having the highest click-through and purchase rates across Meta channels.

 

“The reason for discovery to rise is we are not searching for something…rather users are discovering new things because of their interest and the AI algorithms are getting better,” he reasoned on the rising brand visibility on Meta platforms.

 

The survey also found that influencers are playing a pivotal role in consumer decision-making, particularly in boosting brand visibility and driving favourable perceptions. More than a third of respondents have discovered new brands/products through influencers/creators, and 30 per cent have purchased a product recommended by an influencer.

 

“With AI-powered algorithms, the social media platform is creating a win-win situation for brands, creators, and buyers,” said Srinivas.

 

An interesting trend that emerged from the survey was the rise of GenZ in the adoption of qcom platforms.

 

The survey found that even for categories such as jewellery and accessories, large electronics, and home furnishings, online and offline purchases are now on a par.

 

Social media is the top channel for shoppers to find new products or brands. Almost 68 per cent of respondents from Tier 2 and 3 cities said that they have discovered and found out about products via social media. Among those who have discovered products on social media, 59 per cent said they have discovered them through reels and 57 per cent through influencers.

 

“As qcom is bringing more convenience to buyers, ecom is about wider penetration into Indian cities,” said Srinivas.

 

With consumer behaviour in Tier 2 and 3 markets shifting, these geographies have become a fertile ground for qcom to proliferate in a big way in 2025, with social media, specifically Meta, being at the forefront of the next wave of online shopping in India…, said the report.

 

The Meta-commissioned ecom study was conducted with 2,500-plus internet users between 16 and 64 years of age across India. And the “E-Commerce Purchase Journey Study in Tier 2 and Tier-3” was done with 2,182 internet users living in these cities.  Top trends 

The rise of Qcom 

9 out of 10 respondents aware of qcom, and half have used it in the last week 

86% respondents discovered new qcom brands or products via Meta platforms

30% purchased a product recommended by an influencer 

Ecommerce in Tier-II & -III cities

  68% respondents from Tier-II and -III cities discovered products via social media

59% discovered new products through Reels 

77% used WhatsApp in their purchase journey  Source: GWI study