Meta has launched its clearest brand statement yet on AI, positioning the tech as a force for human connection rather than isolation.
Earlier today, CEO Mark Zuckerberg posted a 45-second video titled “The Future Is for Everyone.”
The film opens with screenshots of negative AI headlines and B-roll of commuters walking and kids playing. “Some people will have you believe AI will make us less connected,” a narrator says. “That it’s going to leave us behind. We couldn’t disagree more.”
It continues: “Call us optimists. Call us dreamers. Just as we’ve always done, we’re betting on people.” The ad then shows how Meta apps like WhatsApp, Instagram, and Messenger have helped people facilitate connections.
“Twenty-two years and 3.5 billion people later, we’re doubling down. Because while technology will change, our intention behind it never will,” the narrator says. “Call us whatever the hell you want, but we’re betting on people. And we like those odds. The future is for everyone.”
The film also features creators who have built communities on Meta’s platforms, including tattoo artist Ruby Quilter and cultural figures like Kylie Jenner and Jalen Brunson.
The video was produced in-house by Meta’s creative teams and voiced by a Meta employee.
It will air across digital and traditional channels from social to CTV, and over the coming months the company will continue to double down on its message, a source with knowledge of the strategy told ADWEEK.
Countering ‘utopian visions’
In his caption, Zuckerberg stated that Meta has always been about helping people “share, connect and shape” their worlds. In the AI era, he wants to “make sure the benefits of technology are distributed to everyone.”
Instagram CEO Adam Mosseri also shared the video, as did Meta’s recently appointed chief marketing officer Denise Moreno.
“The discourse around AI spans everything from existential dread to utopian visions,” said Moreno on LinkedIn. “With all the noise, it’s easy to feel like the future is heading toward less connection and less agency. We’re taking a different stance: We think AI will empower people to do more of what they love.”
The messaging arrives ahead of Meta’s Q2 earnings call on July 29, where the company is under pressure to demonstrate that its planned $135 billion AI investment in 2026 is delivering long-term value.
Meta has launched several new consumer AI products in recent months, including the latest version of its Muse Spark LLM and AI-powered Ray-Ban and Oakley smart glasses.
Emotive AI ads
In the race to win over consumers, other AI platforms have been enlisting the same age-old marketing strategy as Meta: emotional marketing.
Anthropic’s “Hope in Hard Questions” campaign launched earlier in July with help from Mother and director Myles McAuliffe.
Informed by real insights from 120,000 people globally, the spot opened with the question, “Can AI be trusted?” before arcing toward more hopeful questions toward the end, like “Could AI help people stop feeling misunderstood?”