Digiday · 25 Sep, 04:01 · Business briefing

Future of Marketing Briefing: Imagining the ad business hiding inside Meta’s Muse

Meta’s internal tool, Muse, represents a significant shift in how advertising is conceptualised and executed within the tech giant.

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

Meta’s internal tool, Muse, represents a significant shift in how advertising is conceptualised and executed within the tech giant. Originally designed to streamline internal workflows, this AI-driven platform is now being examined for its broader implications on the advertising industry. The report suggests that Meta may be positioning itself not just as a platform for ads, but as a comprehensive ad-tech solution provider. This development highlights the increasing integration of generative artificial intelligence into core marketing operations, potentially reshaping traditional agency-client dynamics and altering the fundamental mechanics of digital campaign creation and management.

Employer demand for AI in Marketing skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
for your career.

Every headline redistributes opportunity. Here is who this one rewards — and how to be on the right side of it.

You must adapt to an industry where AI handles routine creative generation. Traditional copywriting and basic design skills are becoming commodities, while strategic oversight and prompt engineering are rising in value. If you work in digital marketing, you should immediately explore how tools like Muse integrate with existing workflows. Smart professionals will focus on developing strong AI strategy capabilities, learning to interpret data-driven insights rather than just executing tasks. You need to understand the technical limitations and ethical implications of automated content. Invest time in upskilling your digital marketing expertise to include AI collaboration. Position yourself as a bridge between creative vision and technological execution, ensuring you remain indispensable as automation takes over repetitive duties.

For this story, the fields that convert it into pay are AI in Marketing, Digital Marketing, AI Strategy and Social Media Advertising — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
Indicative ranges from published continuing-education salary studies, by field — each field is a recommended course below

Matched to this story

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to benefit.

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