Meta's latest AI tool gives creators a 'brainstorming partner'

Key points

• Meta just revealed a new AI tool called creator assistant, which is intended to give content creators a "brainstorming partner." It's built into the Facebook dashboard and is being pitched as a novel way to understand traffic analytics and that sort of thing.
• "Rather than analyzing a bunch of different dashboards and charts, creators can simply go to their dashboard on Facebook and ask creator assistant the questions they want answered, like why a particular reel outperformed the rest, or how their audience has shifted over time," the company wrote in a blog.
• "Creator assistant is conversational, so they can keep asking follow-up questions to dig deeper." This certainly seems easier than being glued to an analytics page, but that assumes the information presented is factual.
• AI chatbots have a tendency to, you know, make stuff up and present it with the extreme confidence of a used car salesperson.