WEBVTT - Leadership, AI, and the Future of Connection with Nicola Mendelsohn

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<v Speaker 1>Welcome to another electrifying episode of Possible Now. Today, I

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<v Speaker 1>have the absolute pleasure of introducing a true trailblazer in

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<v Speaker 1>the world of digital innovation, Nicola Mendelssohn, Head of the

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<v Speaker 1>Global Business Group at Meta. Nikola is not just a leader,

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<v Speaker 1>She's a visionary who has spent decades redefining the future

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<v Speaker 1>of advertising, digital strategy, and brand engagement. From shaping the

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<v Speaker 1>way businesses connect with audiences to driving some of the

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<v Speaker 1>most transformative shifts in the industry, her impact is undeniable.

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<v Speaker 1>Under her leadership, MITA has not only evolved, but set

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<v Speaker 1>the standard for innovation, storytelling, and human centric marketing on

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<v Speaker 1>a global scale. Beyond her groundbreaking work at Meta, Nicola

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<v Speaker 1>is a fierce advocate for female entrepreneurship and leadership, empowering

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<v Speaker 1>thousands of women through initiatives like hashtag she means business.

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<v Speaker 1>Her influence extends beyond corporate boardrooms. She's shaping the very

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<v Speaker 1>future of digital connectivity. So buckle up for an insightful

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<v Speaker 1>and inspiring conversation as we explore Nicola's journey, her bold

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<v Speaker 1>vision for the future, and what's next in the ever

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<v Speaker 1>evolving world of digital marketing. Nicola a very warm welcome.

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<v Speaker 2>Oh thank you, Christian. I'm not sure I recognize myself there,

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<v Speaker 2>but thank you for the lovely words.

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<v Speaker 1>I'm sure the audience will so. Nikola, You've had obviously

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<v Speaker 1>such an incredible career and there's so much more to come.

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<v Speaker 1>So to kick off our conversation today, what experiences from

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<v Speaker 1>your early life shape the leader you are today? Is

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<v Speaker 1>there maybe any tiny little secret which I don't know

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<v Speaker 1>yet or the audience don't know yet, which you are

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<v Speaker 1>able to share with us.

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<v Speaker 2>I've actually been reflecting on this recently because my children

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<v Speaker 2>are growing up. They're in the twenties now, and I

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<v Speaker 2>was reflecting on the fact that actually I've only ever

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<v Speaker 2>had four jobs by doing kind of the waitressing jobs

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<v Speaker 2>as you go through university, I've only had four jobs,

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<v Speaker 2>whereas my eldest child has already had four jobs. So

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<v Speaker 2>you know, we're in such an even that that of

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<v Speaker 2>itself is so different to where I think younger people

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<v Speaker 2>in Korea are today. Each job, I think has had

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<v Speaker 2>pivotal moments woven through them from a personal perspective and

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<v Speaker 2>also a professional perspective, because I think the things that

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<v Speaker 2>happen in your life obviously define what happens in your

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<v Speaker 2>work and vice versa as well. So my earliest job

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<v Speaker 2>was about actually moving from where I had grown up

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<v Speaker 2>in the north of England to actually working for Battle

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<v Speaker 2>Bogel Hagate at a really exciting time in advertising and

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<v Speaker 2>also a really exciting time for that company and the

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<v Speaker 2>outputs they were creating. You know, I had my own business,

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<v Speaker 2>so you know, going from a very big business to

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<v Speaker 2>a very small business where the whole team could literally

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<v Speaker 2>sit round one table, you know, to the queuing up

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<v Speaker 2>at the table at the shops to buy the computers

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<v Speaker 2>and organizing the catering ecce doing everything right, and then

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<v Speaker 2>ultimately to winning Matter nearly twelve years ago, or Facebook

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<v Speaker 2>as it was then. Yeah, each one of those experiences

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<v Speaker 2>changed my outlook, changed who I am as a person.

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<v Speaker 2>And intersperse that with the fact that, as I said,

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<v Speaker 2>four children along the way as well, probably is the

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<v Speaker 2>thing that define me the most is the person, the

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<v Speaker 2>human and the leader that I am today.

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<v Speaker 1>And well supportably obviously you felt that was always the

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<v Speaker 1>right decision for you to move from a smaller organization

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<v Speaker 1>to a bigger organization and what's the right time to

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<v Speaker 1>do it, and talking about this massive organization, not just

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<v Speaker 1>as meta as a as a whole corporate douct also

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<v Speaker 1>your responsibility, I mean your job TI ahead of global

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<v Speaker 1>business group. You run such a massive team and of

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<v Speaker 1>course business as well. By the way, how many markets

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<v Speaker 1>are you covering with your team?

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<v Speaker 2>We're in a lot of markets. We're in We have

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<v Speaker 2>offices in over forty markets around the world.

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<v Speaker 1>Yeah, okay, So when we look into what you cover

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<v Speaker 1>in your job, I mean it looks even bigger, right,

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<v Speaker 1>client partnership and relationship management, it means revenue growth, it

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<v Speaker 1>means strategy and so much more. And as we all know,

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<v Speaker 1>MITA is at the forefront of innovation. So how do

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<v Speaker 1>you navigate leading such a big global team in such

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<v Speaker 1>a fast changing industry? What is your secret?

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<v Speaker 2>So? I think probably the thing that attracts a lot

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<v Speaker 2>of people to the tech businesses is a curiosity and

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<v Speaker 2>a learning mindset and the fact that the product you

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<v Speaker 2>have today is not going to be the product that

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<v Speaker 2>you have tomorrow. And the extraordinary privilege actually it is

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<v Speaker 2>to work at a company like Matter that is really

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<v Speaker 2>pushing the boundaries of what human connection human communication is

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<v Speaker 2>and so alongside that, if you're the hype of person

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<v Speaker 2>that's comfortable in the here and now, likes the status, go,

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<v Speaker 2>this is not a job for you. But if you're

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<v Speaker 2>curious and you want to learn, and you want to

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<v Speaker 2>push and you want to do better, then I think

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<v Speaker 2>that these are very exciting places. So that's one part

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<v Speaker 2>of it. You know, do you have the mindset the

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<v Speaker 2>adaptability to want to do it? And then I think

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<v Speaker 2>there is certainly something that couples with that, which is

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<v Speaker 2>what is your bias to action? How well are you

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<v Speaker 2>able to prioritize, how well are you able to focus

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<v Speaker 2>from my side of the house on what's best for

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<v Speaker 2>our clients. How are we going to give the strongest

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<v Speaker 2>row us, How are we going to represent them with

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<v Speaker 2>the engineers, How are we going to get the best

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<v Speaker 2>return for the partners. Because if the partners and the

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<v Speaker 2>clients are seeing strong row US from you know, the

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<v Speaker 2>products we're creating, then I think that stands in good steads.

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<v Speaker 2>So being able to adapt, being able to execute, being

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<v Speaker 2>able to move fast as well. These are fast paced,

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<v Speaker 2>changing environments. I think a lot of companies say that,

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<v Speaker 2>but actually this is this is the live, day to

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<v Speaker 2>day reality here.

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<v Speaker 1>And you know, when I Randy Mexico for years and

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<v Speaker 1>now possible. What I like in my job is working

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<v Speaker 1>with sill different cultures, you know, with international businesses and clients.

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<v Speaker 1>E said, I assume this is at the top of

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<v Speaker 1>your daily work as well within your team in various countries,

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<v Speaker 1>but or your client relationships. How challenging is this, you know,

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<v Speaker 1>to deal with these different cultures every day.

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<v Speaker 2>Well, I think that's about the amazing team that we have,

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<v Speaker 2>so that having people on the ground, having people to

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<v Speaker 2>be able to channel back the insights that we're hearing

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<v Speaker 2>from different parts of the world. I think that's a

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<v Speaker 2>really important part. Ultimately, there's so much of the role

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<v Speaker 2>is about education both ways, making sure that we're really

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<v Speaker 2>clear about what the needs of our partners are, our

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<v Speaker 2>advertisers are, but also making sure if there are differences,

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<v Speaker 2>that we can seek to understand those better and perhaps adapt.

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<v Speaker 2>But often, you know, so much of what we do

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<v Speaker 2>it matter is very much operating on a global basis.

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<v Speaker 2>Certainly on the advertising products as well, we might test

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<v Speaker 2>in different parts of the world, but ultimately we're really

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<v Speaker 2>excited about the fact that the products should and can

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<v Speaker 2>be able to work anywhere and help any partner to

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<v Speaker 2>be able to grow.

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<v Speaker 1>Right, So what I've mentioned in my intro to you

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<v Speaker 1>was already that you're dedicated, you know, significant time to

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<v Speaker 1>supporting entrepreneurs, especially female entrepreneur, particularly through initiatives like hashtag

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<v Speaker 1>she means Business. Can you share a specific story about

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<v Speaker 1>an entrepreneur who surprised or inspired you along the way

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<v Speaker 1>and what did you learn from these very personal relationships.

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<v Speaker 2>Look, it's been a privilege to be at the company

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<v Speaker 2>and to have enabled so many millions of businesses, actually

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<v Speaker 2>for men and women the world over to be able

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<v Speaker 2>to grow. One of the things I love and I'm

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<v Speaker 2>passionate about tech is that it is ultimately the ultimate leveler.

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<v Speaker 2>It really allows anybody who has a phone and a

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<v Speaker 2>handful of dollars to be able to start a business.

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<v Speaker 2>And when I've traveled the world, I've met those men

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<v Speaker 2>and women through programs like Yes, like the one you

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<v Speaker 2>mentioned that she Means Business program, we actually trained over

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<v Speaker 2>a million women in over thirty eight markets around the world,

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<v Speaker 2>which is a very humbling thought. And there are many

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<v Speaker 2>examples across so many different industries, whether it's the beauty

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<v Speaker 2>industry that you know everything, jewelry, clothing services. You've see

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<v Speaker 2>many things that come forward in terms of different challenges

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<v Speaker 2>I think, and particularly for women starting business. You know

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<v Speaker 2>how difficult it is to get the financing, and we

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<v Speaker 2>know that you know, less than two percent of the

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<v Speaker 2>VC money out there today actually goes to female founded startups.

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<v Speaker 2>One of the reasons I'm very bullish about where we

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<v Speaker 2>are in this new AI era, and I'm sure we'll

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<v Speaker 2>talk about AI as we get through it, but I

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<v Speaker 2>beat you to it is that I think it has

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<v Speaker 2>the opportunity to bring more equity for people tourenning up businesses.

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<v Speaker 2>So if you don't have that extra capital to be

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<v Speaker 2>able to spend on marketing, then in the future, actually

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<v Speaker 2>the things that we'll be able to do with them AI,

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<v Speaker 2>through the agents, through generative AI, actually will further enhance

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<v Speaker 2>the ability for different business owners to be able to

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<v Speaker 2>get their messages out there. But yeah, so some of

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<v Speaker 2>the biggest beauty brands today now that exists, I'm just thinking.

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<v Speaker 2>Good back to the specific question. I remember working with

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<v Speaker 2>the likes of Charlotte Tiri, Trinny Woodle when they were

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<v Speaker 2>embryonic ideas you know, and now they're well, you know,

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<v Speaker 2>unicorn business. It's fantastic to see the success that starts

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<v Speaker 2>with one product and a handful of ads and then

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<v Speaker 2>just grows and grows.

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<v Speaker 1>So maybe let's combine. You know, you already mentioned AI

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<v Speaker 1>and of course no conversation without that topic or at

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<v Speaker 1>least touching the topic. And my next question following up

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<v Speaker 1>on the previous topic is in your experience, what are

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<v Speaker 1>the biggest barriers still in today's time, you know, women

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<v Speaker 1>face on entrepreneurship and how can they overcome them? And

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<v Speaker 1>is AI helpful to overcome them? So is AI helping

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<v Speaker 1>here in some way or is it completely independent from

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<v Speaker 1>these tech trends.

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<v Speaker 2>Yeah, so the answer is it can, and it should

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<v Speaker 2>and it must. But there was some recent research that

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<v Speaker 2>I was just reading literally just this week that says

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<v Speaker 2>that women are using AI in business on average about

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<v Speaker 2>twenty percent less than men, and this is a real worry.

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<v Speaker 2>The research, I think it was from Harvard actually dug

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<v Speaker 2>further into understand why, and actually the qual side of

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<v Speaker 2>it is quite interesting here. The qual size said that

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<v Speaker 2>women actually feel like they're cheating if they're using it.

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<v Speaker 2>It feels like, you know, you're not doing the job

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<v Speaker 2>properly if AI is enabling you to do it, and

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<v Speaker 2>that's a terrible thing because it also means that AI

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<v Speaker 2>is then only training on men who are using it,

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<v Speaker 2>not just women. And at the same time, we know

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<v Speaker 2>that hiring managers and managers believe that people who use

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<v Speaker 2>AI as part of their work toolkit now actually will

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<v Speaker 2>do better in the workplace. So this is a real problem.

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<v Speaker 2>If there are any women out there listening right now

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<v Speaker 2>that are having this thought going through their head, my

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<v Speaker 2>answer to you all is cheat, cheat, because it's the

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<v Speaker 2>right thing to do. It's not really cheating. It's an enabler.

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<v Speaker 2>It will make you effective, it will make you more productive,

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<v Speaker 2>and it will allow you and free you up the

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<v Speaker 2>time to be able to spend on some of the

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<v Speaker 2>more strategic and more important questions that you need to address.

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<v Speaker 1>That's a very interesting information. I didn't know that. I'm

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<v Speaker 1>not aware of this survey. And obviously, which would be

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<v Speaker 1>my next question, what would be your key advice for women?

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<v Speaker 1>Obviously you already said it, you know, cheat and use

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<v Speaker 1>all the advantages coming out of these tech friends. Obviously,

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<v Speaker 1>like men and like everybody else, which is obvious.

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<v Speaker 2>I would also say, adopt a tech learning mindset, which

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<v Speaker 2>is to embrace failure. You know, just start to utilize

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<v Speaker 2>it into your day every day. So I was talking

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<v Speaker 2>to Tiffany, the founder of tiff and Tech. She has

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<v Speaker 2>an online education business around tech, making it simple, making

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<v Speaker 2>it easier, and she said, just start with sixty seconds

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<v Speaker 2>a day. Just start with sixty seconds a day of

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<v Speaker 2>enriching yourself with new learnings, new ways of doing things,

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<v Speaker 2>new tools into your daily diet, both professionally and personally,

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<v Speaker 2>and ultimately that will build your muscle up in this

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<v Speaker 2>area better, so you'll feel more confident and more fluent

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<v Speaker 2>in using it.

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<v Speaker 1>That's a great advice. Thanks for sharing this with the audience.

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<v Speaker 1>I don't know how you look into this, but the

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<v Speaker 1>lines between our work life and the rest of our

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<v Speaker 1>lives can feel really blurred these days. I'm not sure

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<v Speaker 1>if it's because of the pandemic or if it would

0:12:04.520 --> 0:12:07.040
<v Speaker 1>happen anyway. At the end, it is as it is

0:12:07.080 --> 0:12:10.240
<v Speaker 1>in today's time. I think you are generously public about

0:12:10.400 --> 0:12:13.880
<v Speaker 1>some of the personal challenges you've faced, like your cancer

0:12:13.920 --> 0:12:17.160
<v Speaker 1>diagnosis a couple of years ago. If you're open to

0:12:17.280 --> 0:12:21.760
<v Speaker 1>share your experiences here with the audience, I mean going public,

0:12:21.920 --> 0:12:25.400
<v Speaker 1>being so transparent, not just within your organization, to your team,

0:12:25.600 --> 0:12:29.119
<v Speaker 1>to your colleagues, but also to everybody including your clients.

0:12:29.720 --> 0:12:33.240
<v Speaker 1>Did you ever feel more vulnerable in these days? And

0:12:33.559 --> 0:12:36.040
<v Speaker 1>I assume you've got a lot of support. I assume

0:12:36.080 --> 0:12:38.600
<v Speaker 1>also that that was hopefully a lot of you know,

0:12:38.640 --> 0:12:41.480
<v Speaker 1>provide a lot of positive energy back to you. So

0:12:41.679 --> 0:12:44.199
<v Speaker 1>are you willing or able to share some of your

0:12:44.200 --> 0:12:46.400
<v Speaker 1>experiences with our listeners?

0:12:47.440 --> 0:12:51.880
<v Speaker 2>Yeah, I am actually Christin. You and I have known

0:12:51.920 --> 0:12:53.400
<v Speaker 2>each other a long time. Can you believe it was

0:12:53.440 --> 0:12:58.440
<v Speaker 2>actually twenty sixteen when I was diagnosed with a blood cancer,

0:12:58.760 --> 0:13:03.160
<v Speaker 2>a non Hodgkins bloo can so called follicular lymphoma. You

0:13:03.200 --> 0:13:05.600
<v Speaker 2>also know that I'm a pretty open person, and so

0:13:06.440 --> 0:13:09.439
<v Speaker 2>I've always thought that the idea of hiding things from

0:13:09.480 --> 0:13:12.440
<v Speaker 2>the people you work with or the people that you love,

0:13:13.280 --> 0:13:16.880
<v Speaker 2>actually can make things more stressful and harder. And that

0:13:17.000 --> 0:13:21.080
<v Speaker 2>is certainly true with when you face up to, you know,

0:13:21.360 --> 0:13:25.800
<v Speaker 2>a diagnosis of cancer, because you know it hits you

0:13:25.880 --> 0:13:29.880
<v Speaker 2>in the face a your own mortality, which, honestly, up

0:13:29.920 --> 0:13:31.680
<v Speaker 2>until the age of forty five, I had never thought

0:13:31.720 --> 0:13:34.520
<v Speaker 2>about my own mortality. It's that's not who I am.

0:13:34.520 --> 0:13:38.840
<v Speaker 2>I'm a pretty optimistic, positive person, and so getting a

0:13:38.880 --> 0:13:42.800
<v Speaker 2>diagnosis was Honestly, it was the worst. It was the

0:13:42.840 --> 0:13:46.240
<v Speaker 2>worst day weekend because you don't quite get the whole

0:13:46.280 --> 0:13:50.640
<v Speaker 2>diagnosis straight away of my life and the hardest thing

0:13:50.760 --> 0:13:53.320
<v Speaker 2>that yeah, that my family has ever had to deal with.

0:13:53.360 --> 0:13:55.520
<v Speaker 2>And that was also part of what was so difficult,

0:13:55.559 --> 0:13:58.040
<v Speaker 2>which is this is not something that happens just to

0:13:58.120 --> 0:14:00.840
<v Speaker 2>you in isolation. It happens to the people around you.

0:14:02.080 --> 0:14:04.160
<v Speaker 2>I also know how fortunate I was to work at

0:14:04.160 --> 0:14:08.640
<v Speaker 2>a company that was there for me unquestionably in terms

0:14:08.679 --> 0:14:11.200
<v Speaker 2>of taking the time off of the tests or whatever

0:14:11.240 --> 0:14:13.680
<v Speaker 2>it was I needed, and I know for a lot

0:14:13.720 --> 0:14:15.760
<v Speaker 2>of people that's not the case. So I'm very secure

0:14:15.760 --> 0:14:18.599
<v Speaker 2>in my foundations and very blessed to be secure in

0:14:18.640 --> 0:14:20.880
<v Speaker 2>the foundations of you know, the people I love in

0:14:20.920 --> 0:14:24.400
<v Speaker 2>my family, my community, and also my work friends, my

0:14:24.440 --> 0:14:27.680
<v Speaker 2>work community, and my employer. But I think ultimately I

0:14:27.680 --> 0:14:30.320
<v Speaker 2>didn't ever think I wouldn't share it or be open

0:14:30.520 --> 0:14:35.280
<v Speaker 2>about it. I think I could never have envisaged the

0:14:35.320 --> 0:14:40.320
<v Speaker 2>outpouring of love and support that I received totally was

0:14:40.360 --> 0:14:44.160
<v Speaker 2>overwhelming and kind of I think a helped me through

0:14:44.200 --> 0:14:49.800
<v Speaker 2>that period but also pushed me to think about what

0:14:49.960 --> 0:14:53.080
<v Speaker 2>else I could do. This cancer is currently incurable I

0:14:53.280 --> 0:14:57.200
<v Speaker 2>am well today, and so I'm glad. I'm grateful for

0:14:57.280 --> 0:15:02.280
<v Speaker 2>that I did have chemotherapy, I did have immunotherapy. The

0:15:02.320 --> 0:15:06.560
<v Speaker 2>pandemic was much worse for me in terms of having

0:15:06.640 --> 0:15:09.280
<v Speaker 2>to be super super careful because people suffering with blood

0:15:09.320 --> 0:15:11.680
<v Speaker 2>cancer were in the most vulnerable class, in the most

0:15:11.760 --> 0:15:15.760
<v Speaker 2>vulnerable groups because our immune systems are so compromised.

0:15:15.200 --> 0:15:17.400
<v Speaker 1>Being more isolated than everybody else at this time.

0:15:17.480 --> 0:15:20.160
<v Speaker 2>Yeah, my isolation last about eighteen months.

0:15:20.240 --> 0:15:21.040
<v Speaker 1>Oh my gosh.

0:15:21.440 --> 0:15:23.520
<v Speaker 2>Yeah, it was a very long time. But it also

0:15:23.560 --> 0:15:27.720
<v Speaker 2>my family's isolation as a result as well. So look,

0:15:27.720 --> 0:15:29.720
<v Speaker 2>I also know how lucky I am to have the

0:15:29.760 --> 0:15:33.320
<v Speaker 2>support that I do have, And now I channel my

0:15:33.440 --> 0:15:36.480
<v Speaker 2>energies here now today into a foundation to try and

0:15:36.520 --> 0:15:38.920
<v Speaker 2>find a cure for people that are living with follicular

0:15:39.000 --> 0:15:43.080
<v Speaker 2>lymphoma in parts burned on by the Facebook group that

0:15:43.200 --> 0:15:47.000
<v Speaker 2>was created that I'm the co admin of, where we

0:15:47.040 --> 0:15:49.960
<v Speaker 2>now have over eleven thousand people that live with follicular

0:15:49.960 --> 0:15:51.600
<v Speaker 2>and infirm which is the largest group of people that

0:15:51.640 --> 0:15:55.840
<v Speaker 2>have ever been kind of got together. So that's part

0:15:55.840 --> 0:15:57.600
<v Speaker 2>of what I strive for every day as well, that

0:15:57.640 --> 0:15:58.400
<v Speaker 2>we'll find a cure.

0:15:58.960 --> 0:16:01.480
<v Speaker 1>Thank you so much for sharing this with us. It's

0:16:01.520 --> 0:16:04.240
<v Speaker 1>so impressive your personal journey, but of course also the

0:16:04.280 --> 0:16:07.800
<v Speaker 1>work you do in terms of helping others with similar challenges.

0:16:08.400 --> 0:16:10.520
<v Speaker 1>But looking back, obviously you say that was the right

0:16:10.560 --> 0:16:12.360
<v Speaker 1>move right you would do it again.

0:16:13.040 --> 0:16:16.040
<v Speaker 2>Yeah, one hundred percent, definitely. And I see people that

0:16:16.760 --> 0:16:20.360
<v Speaker 2>because I've been so open, many people CEOs come up

0:16:20.400 --> 0:16:22.440
<v Speaker 2>to me and say they live with similar thing or

0:16:22.480 --> 0:16:24.760
<v Speaker 2>they have it, and so many are private. And when

0:16:24.800 --> 0:16:26.840
<v Speaker 2>I ask the question back about how much more stress

0:16:26.920 --> 0:16:29.520
<v Speaker 2>does that give, I often see people's shoulders go up

0:16:29.520 --> 0:16:33.840
<v Speaker 2>and that tightening and that stress that comes from it,

0:16:34.000 --> 0:16:36.440
<v Speaker 2>of that almost having to live a double life around

0:16:36.960 --> 0:16:40.400
<v Speaker 2>issues with your health. And so I just hope that

0:16:40.520 --> 0:16:43.480
<v Speaker 2>people out there can actually look to the support of

0:16:43.520 --> 0:16:45.840
<v Speaker 2>their friends and their employees to be able to say

0:16:46.240 --> 0:16:48.920
<v Speaker 2>it's okay to talk about it, because more people than

0:16:48.920 --> 0:16:51.400
<v Speaker 2>not will be there for you and if anything, can

0:16:51.480 --> 0:16:54.560
<v Speaker 2>lighten the journey as you're going through a significant health issue.

0:16:54.560 --> 0:16:56.960
<v Speaker 2>But actually I don't think it's just about health. You know,

0:16:57.000 --> 0:16:59.680
<v Speaker 2>there's so many disruptions in life that you often don't

0:16:59.720 --> 0:17:02.280
<v Speaker 2>expect back. I think the more we're that for people,

0:17:02.280 --> 0:17:04.840
<v Speaker 2>the more we can better understand who they are and

0:17:04.960 --> 0:17:06.879
<v Speaker 2>ultimately how they're performing in their role. If we can

0:17:06.880 --> 0:17:09.119
<v Speaker 2>help support them in different ways as well with their jobs.

0:17:09.840 --> 0:17:12.240
<v Speaker 1>That's a strong message. Thank you for sharing this with

0:17:12.280 --> 0:17:15.600
<v Speaker 1>the audience. Of course, it's part of the overall balancing,

0:17:15.680 --> 0:17:18.959
<v Speaker 1>you know, such a high profile career and personal life

0:17:19.200 --> 0:17:22.360
<v Speaker 1>and the challenges in your personal life as well. So

0:17:22.600 --> 0:17:25.560
<v Speaker 1>how do you manage this today in general, the work

0:17:25.560 --> 0:17:28.720
<v Speaker 1>life balance? How do you manage this in your current situation?

0:17:29.320 --> 0:17:31.800
<v Speaker 1>And what advice would you have for people out there?

0:17:32.160 --> 0:17:34.560
<v Speaker 1>Do you have a routine? Is it more you know,

0:17:34.680 --> 0:17:37.240
<v Speaker 1>doing it day by day, which I assume it's not.

0:17:37.840 --> 0:17:41.879
<v Speaker 1>So is there anything you want to share with Yeah, forgive.

0:17:41.640 --> 0:17:43.480
<v Speaker 2>Me because I really like you, but I really hate

0:17:43.520 --> 0:17:47.600
<v Speaker 2>your question around balance. Okay, And I'll tell you the

0:17:47.640 --> 0:17:50.320
<v Speaker 2>reason I really hate the word balance, Please do serve.

0:17:50.640 --> 0:17:53.359
<v Speaker 2>It's because it implies that if you're getting it wrong

0:17:53.480 --> 0:17:56.640
<v Speaker 2>fifty percent at the time, that if things aren't perfectly aligned,

0:17:56.640 --> 0:17:58.520
<v Speaker 2>then you're either not good at your job or you're

0:17:58.560 --> 0:18:00.760
<v Speaker 2>not good in your life. And I just see the

0:18:00.800 --> 0:18:05.320
<v Speaker 2>whole thing has kind of smudged together. And so that's

0:18:05.359 --> 0:18:09.679
<v Speaker 2>the first thing that sometimes society can place unfair expectations

0:18:09.720 --> 0:18:12.680
<v Speaker 2>on people as to what they should be doing. There's

0:18:12.680 --> 0:18:15.280
<v Speaker 2>no such thing as normal. What works for some families

0:18:15.480 --> 0:18:19.359
<v Speaker 2>or people or you know, couples or individuals isn't the

0:18:19.400 --> 0:18:22.400
<v Speaker 2>same as the thing that will work for the next one.

0:18:23.080 --> 0:18:26.960
<v Speaker 2>For me, I've always started the I do like a

0:18:26.960 --> 0:18:29.840
<v Speaker 2>bit of vision writing, and I always start the year with,

0:18:31.200 --> 0:18:33.120
<v Speaker 2>you know, a conversation with my husband, with my kids,

0:18:33.200 --> 0:18:36.280
<v Speaker 2>because that's my anchor, that's my route in terms of

0:18:36.800 --> 0:18:38.639
<v Speaker 2>what everybody wants to do this year, what are the

0:18:38.680 --> 0:18:41.480
<v Speaker 2>most important things, and starting with that understanding and the

0:18:41.520 --> 0:18:44.000
<v Speaker 2>clarity about what we all care about, what we all

0:18:44.000 --> 0:18:46.880
<v Speaker 2>want to do, where we might like to go on holiday,

0:18:46.920 --> 0:18:50.119
<v Speaker 2>those kind of things. Work will tell you this is

0:18:50.119 --> 0:18:52.120
<v Speaker 2>not about you know, having to do this for work.

0:18:52.160 --> 0:18:54.280
<v Speaker 2>Work will be very clear, these are your KPIs, these

0:18:54.320 --> 0:18:56.399
<v Speaker 2>are the things that you need to do. But I

0:18:56.440 --> 0:18:59.040
<v Speaker 2>think if you're not intentional and you don't think about

0:18:59.080 --> 0:19:01.800
<v Speaker 2>the things that matter most to you, then you'll end

0:19:01.880 --> 0:19:03.439
<v Speaker 2>up just kind of going along for the ride. And

0:19:03.440 --> 0:19:05.920
<v Speaker 2>the ride is usually one that's created by somebody else

0:19:06.680 --> 0:19:09.560
<v Speaker 2>that happens to you, versus what you can take control

0:19:09.600 --> 0:19:12.840
<v Speaker 2>of that you can kind of manage and go forwards with.

0:19:13.560 --> 0:19:17.240
<v Speaker 1>Okay, So we're in agreement. We skip the term balance, right,

0:19:17.320 --> 0:19:20.159
<v Speaker 1>it doesn't exist anymore. All right, I get it. Everybody

0:19:20.200 --> 0:19:22.800
<v Speaker 1>else gets it as well. So that's that's good. That's good.

0:19:22.800 --> 0:19:24.840
<v Speaker 1>So let's talk about business a bit more about you know,

0:19:24.880 --> 0:19:25.119
<v Speaker 1>well that.

0:19:25.240 --> 0:19:27.320
<v Speaker 2>Question you did as you did ask me one other

0:19:27.320 --> 0:19:31.520
<v Speaker 2>bit of the question, which was about routines. Yeah, and

0:19:31.600 --> 0:19:33.200
<v Speaker 2>this is an area I do try and think about

0:19:33.200 --> 0:19:35.040
<v Speaker 2>a lot, and for me, the most important thing here

0:19:35.119 --> 0:19:39.400
<v Speaker 2>is sleep. I really believe that sleep is a weapon.

0:19:39.800 --> 0:19:43.040
<v Speaker 2>It is the foundation of everything mental health, physical health,

0:19:43.080 --> 0:19:45.320
<v Speaker 2>well being. And so I do walk around with my

0:19:45.480 --> 0:19:48.240
<v Speaker 2>ora ring. I do look at it religiously every day.

0:19:48.640 --> 0:19:51.040
<v Speaker 2>And the things that can impact my sleep are the

0:19:51.080 --> 0:19:54.199
<v Speaker 2>things that I treasure and try and preserve the most,

0:19:54.640 --> 0:19:56.440
<v Speaker 2>whether it's you know, what I eat, what I drink.

0:19:57.040 --> 0:20:00.359
<v Speaker 2>And I'm never as good on the exercise side of things.

0:20:00.359 --> 0:20:02.040
<v Speaker 2>But I'll tell you one thing I have started picking

0:20:02.119 --> 0:20:04.639
<v Speaker 2>up in the last year, which is actually making the

0:20:04.680 --> 0:20:06.840
<v Speaker 2>space and the time. And it will sound so strange,

0:20:07.200 --> 0:20:09.440
<v Speaker 2>but just to be able to breathe and spend the

0:20:09.480 --> 0:20:13.720
<v Speaker 2>time breathing in a in a more reflective manner actually

0:20:13.800 --> 0:20:17.720
<v Speaker 2>can massively improve your HLV scores, which ultimately helps your

0:20:17.840 --> 0:20:20.920
<v Speaker 2>you know, your restorative side of you better sleep, better

0:20:21.000 --> 0:20:23.159
<v Speaker 2>well being. So those are a couple of things that

0:20:23.200 --> 0:20:23.800
<v Speaker 2>are important.

0:20:24.359 --> 0:20:26.439
<v Speaker 1>I totally agree, especially with sleep. You know, this is

0:20:26.680 --> 0:20:29.040
<v Speaker 1>especially when you're like you're, you know, traveling so much

0:20:29.080 --> 0:20:32.320
<v Speaker 1>and be in different places all the time. I totally agree,

0:20:32.359 --> 0:20:34.680
<v Speaker 1>this is the best protection you know to stay fit

0:20:34.800 --> 0:20:52.919
<v Speaker 1>and healthy. So you already mentioned AI and obviously you

0:20:52.960 --> 0:20:56.119
<v Speaker 1>know there is no conversation without touching this before we

0:20:56.160 --> 0:20:59.880
<v Speaker 1>do this. Looking into the last twenty years of Matter

0:21:00.480 --> 0:21:03.119
<v Speaker 1>and how this company developed over the last more than

0:21:03.119 --> 0:21:07.000
<v Speaker 1>ten years, how would you define Matter's identity today? It

0:21:07.240 --> 0:21:10.560
<v Speaker 1>certainly feels like social media company is far too narrow

0:21:10.680 --> 0:21:13.639
<v Speaker 1>as a definition. I'm not sure if tech company is

0:21:13.680 --> 0:21:16.280
<v Speaker 1>a better one. And where do you see it evolving

0:21:16.320 --> 0:21:19.440
<v Speaker 1>into the next two, three, four or five years.

0:21:19.800 --> 0:21:25.040
<v Speaker 2>So we've certainly evolved from being simply a social media company,

0:21:25.600 --> 0:21:28.560
<v Speaker 2>but we've always been a company that connects people and

0:21:28.640 --> 0:21:31.239
<v Speaker 2>that remains at the heart of everything we do. I mean,

0:21:31.240 --> 0:21:34.360
<v Speaker 2>we're a technology company now, that's what we are, and

0:21:35.200 --> 0:21:38.480
<v Speaker 2>Matter and the world everything is just doesn't it feel

0:21:38.480 --> 0:21:41.439
<v Speaker 2>like the world is just getting faster and faster, And

0:21:41.480 --> 0:21:43.159
<v Speaker 2>so I think it's really hard for any of us

0:21:43.200 --> 0:21:47.760
<v Speaker 2>to say where we're going to be in five years time.

0:21:48.560 --> 0:21:51.440
<v Speaker 2>But you know, Mark's set out some very clear expectations

0:21:51.440 --> 0:21:53.600
<v Speaker 2>about where he sees the shift is going to be

0:21:54.440 --> 0:21:57.600
<v Speaker 2>with AI, with the use of agents, and also all

0:21:57.680 --> 0:22:00.879
<v Speaker 2>the world of augmented and virtually. I mean, I think

0:22:00.920 --> 0:22:03.600
<v Speaker 2>there's some really exciting things on the horizon there as well.

0:22:03.720 --> 0:22:07.080
<v Speaker 2>So yes, it's shifted, Yes there's a change with some

0:22:07.119 --> 0:22:11.119
<v Speaker 2>of that core DNA around technology. Company that's connecting people

0:22:11.640 --> 0:22:14.680
<v Speaker 2>orbit in new and different ways remains a constant.

0:22:15.680 --> 0:22:18.200
<v Speaker 1>So following up on this and before we go forward

0:22:18.280 --> 0:22:20.080
<v Speaker 1>into the future a bit more, at least for the

0:22:20.080 --> 0:22:23.120
<v Speaker 1>next couple of months and one two years, you run

0:22:23.160 --> 0:22:26.480
<v Speaker 1>a massive ad business for this company, and looking back

0:22:26.520 --> 0:22:28.720
<v Speaker 1>in the last maybe one two years, how has met

0:22:28.800 --> 0:22:31.879
<v Speaker 1>US ADS business evolved over the last few years and

0:22:32.040 --> 0:22:36.159
<v Speaker 1>what was the innovation which drove this transformation? Obviously I

0:22:36.600 --> 0:22:38.920
<v Speaker 1>could be part of this. I assume it is what

0:22:39.119 --> 0:22:41.600
<v Speaker 1>made the difference in the last one two years. And

0:22:41.640 --> 0:22:43.960
<v Speaker 1>of course, then looking forward into the next let's say

0:22:44.000 --> 0:22:48.040
<v Speaker 1>twelve months or so, what can clients expect for their

0:22:48.119 --> 0:22:52.440
<v Speaker 1>campaigns and improvements and additional services in the ads business,

0:22:52.720 --> 0:22:54.439
<v Speaker 1>maybe you're able to look back a second, you know,

0:22:54.480 --> 0:22:57.240
<v Speaker 1>and then of course touch what we can expect in

0:22:57.280 --> 0:22:58.280
<v Speaker 1>the future. In the future.

0:23:00.119 --> 0:23:03.440
<v Speaker 2>Dibly proud of the results that we are driving for

0:23:03.760 --> 0:23:07.080
<v Speaker 2>millions of businesses around the world that are using our platforms.

0:23:07.200 --> 0:23:10.280
<v Speaker 2>And you know, this is due to the brilliance of

0:23:10.680 --> 0:23:12.960
<v Speaker 2>you know, the likes of John Hegeman and Andrew Bocking,

0:23:13.359 --> 0:23:15.960
<v Speaker 2>who are leading on all the work that we're doing

0:23:16.000 --> 0:23:19.880
<v Speaker 2>on the monetization side for Meta. You know, the fact

0:23:19.880 --> 0:23:21.960
<v Speaker 2>that I can sit here today and say because of

0:23:21.960 --> 0:23:25.440
<v Speaker 2>the advancements that we made in AI, the rebuilding of

0:23:25.480 --> 0:23:29.200
<v Speaker 2>the creation of our Advantage plus Meta suite of products,

0:23:29.760 --> 0:23:32.440
<v Speaker 2>advertisers in the US today are seeing it a twenty

0:23:32.480 --> 0:23:36.480
<v Speaker 2>two percent increase on average in rowas that's because of

0:23:36.520 --> 0:23:40.359
<v Speaker 2>the AI driven targeting. The features goes up to actually

0:23:40.359 --> 0:23:43.360
<v Speaker 2>over twenty five percent if you're in Europe. So these

0:23:43.359 --> 0:23:46.840
<v Speaker 2>are fantastic numbers. But these are not things that we

0:23:47.040 --> 0:23:49.800
<v Speaker 2>are We don't sit on our laurels and think that's it.

0:23:50.200 --> 0:23:54.200
<v Speaker 2>We're constantly evolving what the products are that we're creating

0:23:54.520 --> 0:23:56.840
<v Speaker 2>in order to address the needs of advertisers. And so

0:23:56.880 --> 0:23:59.920
<v Speaker 2>to the point of where this is all going it's

0:24:00.080 --> 0:24:04.080
<v Speaker 2>bringing together the performance side of meta advantage with the

0:24:04.160 --> 0:24:07.520
<v Speaker 2>GENAI tools that we're creating and developing in order to

0:24:07.520 --> 0:24:11.399
<v Speaker 2>help advertisers create different variations across all of their different

0:24:11.440 --> 0:24:16.440
<v Speaker 2>ad content, whether it's text to static images and even

0:24:16.560 --> 0:24:19.679
<v Speaker 2>video with speed and quality and low cost. And we're

0:24:19.680 --> 0:24:22.680
<v Speaker 2>already seeing these products are not very old, but we've

0:24:22.680 --> 0:24:25.760
<v Speaker 2>already got four million advertisers that are using them. They're

0:24:25.760 --> 0:24:29.360
<v Speaker 2>already creating tens of millions of different ads with strong results,

0:24:29.840 --> 0:24:32.520
<v Speaker 2>and we're seeing already an estimated to seven percent increasing

0:24:32.520 --> 0:24:36.119
<v Speaker 2>conversions since people have started to adopt this and feature

0:24:36.160 --> 0:24:39.200
<v Speaker 2>it into their campaigns. So you're going to see us

0:24:39.240 --> 0:24:42.600
<v Speaker 2>continue to double down and invest more in AI, which

0:24:42.640 --> 0:24:46.159
<v Speaker 2>of course everything is built on top of LAMA, our

0:24:46.280 --> 0:24:50.400
<v Speaker 2>large language model, and ultimately benefiting advertisers with the performance

0:24:50.400 --> 0:24:51.080
<v Speaker 2>that they're seeing.

0:24:51.960 --> 0:24:54.760
<v Speaker 1>So I mean, obviously MITA has implemented a lot using

0:24:54.800 --> 0:24:57.280
<v Speaker 1>I and you've mentioned a couple of things I would add,

0:24:57.320 --> 0:25:01.679
<v Speaker 1>you know, enhancing personalized content to optim ad delivery. It

0:25:01.720 --> 0:25:06.120
<v Speaker 1>also positively impacts the level of creativity you've mentioned clients, Ari,

0:25:07.160 --> 0:25:10.239
<v Speaker 1>is there one dedicated thing you would like users as

0:25:10.280 --> 0:25:13.600
<v Speaker 1>well as brands to know about metas Ai integration. So

0:25:14.359 --> 0:25:17.360
<v Speaker 1>for the next couple of months, really, you know, if

0:25:17.400 --> 0:25:20.560
<v Speaker 1>there would be you know, an announcement to be expected

0:25:20.880 --> 0:25:23.679
<v Speaker 1>in the near future in which director I mean not

0:25:23.800 --> 0:25:25.919
<v Speaker 1>that you do it right now here, obviously, but in

0:25:25.960 --> 0:25:29.440
<v Speaker 1>which direction? You know, is there anything we can expect.

0:25:29.680 --> 0:25:32.679
<v Speaker 1>Is it all based on AI these days, which is

0:25:32.800 --> 0:25:35.159
<v Speaker 1>massive obviously and provides a lot of opportunities, or is

0:25:35.160 --> 0:25:35.880
<v Speaker 1>there anything else?

0:25:36.800 --> 0:25:39.160
<v Speaker 2>Yeah, So there's two parts that I would comment here on.

0:25:39.400 --> 0:25:42.480
<v Speaker 2>First starts on the user side with Meta AI. So

0:25:42.560 --> 0:25:45.240
<v Speaker 2>the fact that today metaai is being used by over

0:25:45.320 --> 0:25:50.320
<v Speaker 2>seven hundred million people for free, I think is really exciting. Yeah,

0:25:50.320 --> 0:25:52.680
<v Speaker 2>and I think this is the year that one of

0:25:52.720 --> 0:25:55.919
<v Speaker 2>the platforms will hit a billion users, and I very

0:25:56.000 --> 0:25:58.159
<v Speaker 2>much hope that that's going to be Meta is the

0:25:58.200 --> 0:26:01.639
<v Speaker 2>one that does that. And Then on the business side,

0:26:01.720 --> 0:26:05.760
<v Speaker 2>I think there's real huge excitement around the you know,

0:26:05.880 --> 0:26:09.439
<v Speaker 2>the business agent side of things. We're already seeing that

0:26:09.480 --> 0:26:14.440
<v Speaker 2>there's over six hundred million conversations every single day between

0:26:14.560 --> 0:26:19.000
<v Speaker 2>people and businesses. That's happening on places like Instagram, direct

0:26:19.040 --> 0:26:22.439
<v Speaker 2>a Messenger and also on WhatsApp as well. So this

0:26:22.640 --> 0:26:26.480
<v Speaker 2>opportunity here is enormous and We've already announced that we're

0:26:26.480 --> 0:26:30.399
<v Speaker 2>expanding our business AIS to thousands of business using things

0:26:30.480 --> 0:26:34.000
<v Speaker 2>like click to message ads on WhatsApp or messenger in English.

0:26:34.359 --> 0:26:37.680
<v Speaker 2>So this is something that businesses can really quickly set up.

0:26:37.720 --> 0:26:40.560
<v Speaker 2>They can get going with a business AI that can

0:26:40.600 --> 0:26:43.720
<v Speaker 2>already you talk to their customer, that can offer support,

0:26:44.200 --> 0:26:47.840
<v Speaker 2>that can facilitate commerce. And where I see it going

0:26:48.280 --> 0:26:51.000
<v Speaker 2>is that just in the same way that today every

0:26:51.080 --> 0:26:53.840
<v Speaker 2>business has a website or a social media presence or

0:26:53.880 --> 0:26:57.439
<v Speaker 2>an email, we absolutely expect that every business is going

0:26:57.480 --> 0:27:00.280
<v Speaker 2>to have an AI agent that will interact with the

0:27:00.320 --> 0:27:03.920
<v Speaker 2>customers for them twenty four hours a day, seven days

0:27:03.960 --> 0:27:06.679
<v Speaker 2>a week. And I think that's just really exciting and

0:27:06.760 --> 0:27:10.320
<v Speaker 2>it's a whole new area of communication and customers support

0:27:10.760 --> 0:27:13.239
<v Speaker 2>that we're just starting to scratch the surface of. And

0:27:13.280 --> 0:27:17.080
<v Speaker 2>for marketers, I think it's got really interesting implications of

0:27:17.080 --> 0:27:19.800
<v Speaker 2>what it means to actually have, you know, almost a

0:27:19.840 --> 0:27:24.280
<v Speaker 2>three dimensional agent that can speak on behalf of the brand,

0:27:24.359 --> 0:27:26.639
<v Speaker 2>be the brand, What does that mean? What does that

0:27:26.960 --> 0:27:28.840
<v Speaker 2>you know? What will that sound like, what will that

0:27:28.920 --> 0:27:32.480
<v Speaker 2>look like? What will that tone of voice be? So

0:27:32.480 --> 0:27:35.639
<v Speaker 2>I think that's a very exciting thing that advertisers marketers

0:27:35.680 --> 0:27:38.520
<v Speaker 2>are going to get behind over the weeks and months ahead.

0:27:38.480 --> 0:27:41.199
<v Speaker 1>Right, And obviously there's not just one agent, right we

0:27:41.280 --> 0:27:43.639
<v Speaker 1>are dealing with there or there are several, I know,

0:27:43.760 --> 0:27:47.760
<v Speaker 1>for all the different purposes. Maybe to look into the

0:27:47.800 --> 0:27:51.399
<v Speaker 1>broader environment and initiatives, which was and still it is

0:27:51.440 --> 0:27:55.640
<v Speaker 1>called midaverse. There's been significant investments and into the other

0:27:55.880 --> 0:27:59.720
<v Speaker 1>behind MID vision for the midaverse. How is mid evolving

0:28:00.080 --> 0:28:03.919
<v Speaker 1>its strategy to keep this momentum alive? And where do

0:28:03.960 --> 0:28:07.320
<v Speaker 1>you see the metaverse fitting into Meta's long term ecosystem?

0:28:08.040 --> 0:28:12.000
<v Speaker 1>Also coming from the AI perspective, is AI part of

0:28:12.040 --> 0:28:15.720
<v Speaker 1>the metaverse? Is metaverse part of the II development and trend?

0:28:16.240 --> 0:28:18.080
<v Speaker 1>Maybe you can give us a bit more clarity about

0:28:18.160 --> 0:28:20.120
<v Speaker 1>how this will fit with each other.

0:28:21.119 --> 0:28:24.440
<v Speaker 2>So look, I think the buzz around the term metaverse

0:28:24.480 --> 0:28:26.440
<v Speaker 2>has kind of receded, but I don't think we should

0:28:26.440 --> 0:28:30.400
<v Speaker 2>mistake that for a lack of progress. Meta has invested

0:28:30.440 --> 0:28:34.679
<v Speaker 2>billions on metaverse related initiatives. We've got a multi year

0:28:34.800 --> 0:28:38.840
<v Speaker 2>headstart on shipping VR hardware. And you know, I think

0:28:39.040 --> 0:28:41.880
<v Speaker 2>Mark Zuckerberg believes in the metaverse more than any other

0:28:42.160 --> 0:28:46.520
<v Speaker 2>corporate executive. And to your question on AI, yes, there

0:28:46.600 --> 0:28:50.480
<v Speaker 2>is a great AI metaverse convergence because the metaverse is

0:28:50.560 --> 0:28:53.880
<v Speaker 2>powered by AI and AI is you know, it's one

0:28:53.920 --> 0:28:57.560
<v Speaker 2>of the two major technological waves that drives meta's roadmap.

0:28:58.640 --> 0:29:02.120
<v Speaker 2>We've got a huge AI wave today and are building

0:29:02.120 --> 0:29:05.560
<v Speaker 2>the metaverse wave for the future. And so we've been

0:29:05.600 --> 0:29:10.400
<v Speaker 2>investing in fundamental research into both areas ever since. And

0:29:10.880 --> 0:29:14.360
<v Speaker 2>you know, the breakthroughs in areas like things like computer vision,

0:29:14.440 --> 0:29:16.720
<v Speaker 2>that's what actually has enabled the VR side of things

0:29:16.800 --> 0:29:20.320
<v Speaker 2>to take off. And it's AI made with mixed reality

0:29:20.360 --> 0:29:24.160
<v Speaker 2>devices that have made things like the Quest three device possible,

0:29:24.160 --> 0:29:27.200
<v Speaker 2>which is built on a deep stack of AI power

0:29:27.280 --> 0:29:31.280
<v Speaker 2>technologies where they're blending the physical and the digital worlds

0:29:31.360 --> 0:29:35.320
<v Speaker 2>and you know, delivering augmented reality experiences. And then when

0:29:35.360 --> 0:29:40.280
<v Speaker 2>you come to our Rayba Meta smart glasses, they've got

0:29:40.400 --> 0:29:44.120
<v Speaker 2>there got AI meta AI embedded, so that then allows

0:29:44.160 --> 0:29:47.280
<v Speaker 2>people to gain access to things like well, if you

0:29:47.280 --> 0:29:49.800
<v Speaker 2>tried them, you can get things like helpful info, recommendations,

0:29:49.840 --> 0:29:52.160
<v Speaker 2>you can get suggestions. You know, you can have all

0:29:52.200 --> 0:29:55.960
<v Speaker 2>these things on the go just by being able to

0:29:56.200 --> 0:30:00.320
<v Speaker 2>use the person's voice and the AI. I think if

0:30:00.320 --> 0:30:02.520
<v Speaker 2>you think about the future, we think about the AI

0:30:02.640 --> 0:30:04.760
<v Speaker 2>powered assistance of being, if you like, one of the

0:30:04.800 --> 0:30:10.200
<v Speaker 2>superpowers of ar glasses. And so we're really investing significantly

0:30:10.200 --> 0:30:13.320
<v Speaker 2>in building out the AI systems that see and are

0:30:13.360 --> 0:30:15.920
<v Speaker 2>able to see the world like you do, so that

0:30:15.960 --> 0:30:19.000
<v Speaker 2>they'll be able to help you throughout your day. And

0:30:19.080 --> 0:30:21.560
<v Speaker 2>so those are kind of some of the areas which

0:30:21.600 --> 0:30:23.920
<v Speaker 2>I think are really exciting. But when you then bring

0:30:23.960 --> 0:30:26.239
<v Speaker 2>all that to, you know, closer to our worlds of

0:30:26.960 --> 0:30:32.120
<v Speaker 2>marketing and advertising, we live in such a creative space. Advertisers,

0:30:32.160 --> 0:30:35.280
<v Speaker 2>you know, just love to expand their thinking about, you know,

0:30:35.400 --> 0:30:38.040
<v Speaker 2>what is beyond the physical realm, and so you start

0:30:38.080 --> 0:30:40.720
<v Speaker 2>to see the gears turning with the big ideas as

0:30:41.120 --> 0:30:45.840
<v Speaker 2>a whole new creative canvas for storytelling and information sharing

0:30:45.920 --> 0:30:49.120
<v Speaker 2>as well. And so I think these have got really

0:30:49.120 --> 0:30:52.400
<v Speaker 2>exciting opportunities, not just from a creative standpoint, a financial

0:30:52.400 --> 0:30:55.960
<v Speaker 2>one as well, because businesses are going to be able

0:30:56.000 --> 0:30:58.960
<v Speaker 2>to do things that were not possible before. And from

0:30:59.000 --> 0:31:01.520
<v Speaker 2>our side from a metapuserspective, you know, we're not afraid

0:31:01.560 --> 0:31:06.200
<v Speaker 2>to make those bets, long term bets on emerging technologies.

0:31:06.280 --> 0:31:08.360
<v Speaker 2>We know they're not easy, but I think it's one

0:31:08.360 --> 0:31:10.680
<v Speaker 2>of the most valuable things that a tech company can do,

0:31:11.000 --> 0:31:12.960
<v Speaker 2>and it's ultimately one of the only ways to make

0:31:13.040 --> 0:31:14.920
<v Speaker 2>is relevant over the long term as well.

0:31:15.440 --> 0:31:17.840
<v Speaker 1>That's super exciting and I'm sure there will be plenty

0:31:17.920 --> 0:31:21.520
<v Speaker 1>of discussions also at the upcoming possible conference show in

0:31:21.560 --> 0:31:25.120
<v Speaker 1>a couple of weeks time, across all the different sessions.

0:31:25.680 --> 0:31:27.920
<v Speaker 1>So I'm really looking forward to this and learn more

0:31:27.920 --> 0:31:31.680
<v Speaker 1>about what we really can expect for the daily business

0:31:31.680 --> 0:31:33.840
<v Speaker 1>and not just as a vision but feel for the

0:31:33.880 --> 0:31:36.880
<v Speaker 1>daily business in the next couple of weeks and months, Nikola,

0:31:37.000 --> 0:31:39.880
<v Speaker 1>As we look ahead to twenty twenty five, the rest

0:31:39.880 --> 0:31:42.200
<v Speaker 1>of twenty twenty five or the next twelve months, let's

0:31:42.200 --> 0:31:47.440
<v Speaker 1>say it is obviously global economy is navigating a complex landscape.

0:31:47.480 --> 0:31:52.320
<v Speaker 1>It's a eye driven innovations out there shifting consumer behaviors

0:31:52.360 --> 0:31:57.280
<v Speaker 1>all the time, of course ongoing geopolitical challenges. You wake

0:31:57.360 --> 0:32:00.240
<v Speaker 1>up every morning and think, Okay, what's happening today out

0:32:00.280 --> 0:32:03.360
<v Speaker 1>in the world from your vantage point of mata, what

0:32:03.480 --> 0:32:07.200
<v Speaker 1>key economic trends do you foresee shaping the digital and

0:32:07.320 --> 0:32:12.360
<v Speaker 1>business ecosystem, both globally and maybe specifically in the US.

0:32:13.040 --> 0:32:17.320
<v Speaker 1>And what trends or emerging technologies do you believe will

0:32:17.360 --> 0:32:19.960
<v Speaker 1>shape the future of metas ads business.

0:32:20.680 --> 0:32:24.640
<v Speaker 2>Yeah, so look, overall, from talking to business leaders the

0:32:24.680 --> 0:32:27.400
<v Speaker 2>world over, everybody is focused on growth. You're right, we

0:32:27.440 --> 0:32:30.800
<v Speaker 2>do live on in certain times. But I think businesses

0:32:30.840 --> 0:32:34.720
<v Speaker 2>have got better at planning into an uncertainty and really

0:32:34.760 --> 0:32:39.600
<v Speaker 2>focusing and doubling down on the areas of growth, recognizing

0:32:39.640 --> 0:32:42.320
<v Speaker 2>that the only constant really has changed. And so how

0:32:42.360 --> 0:32:45.200
<v Speaker 2>businesses can adapt to be more agile, to be more flexible,

0:32:45.240 --> 0:32:48.200
<v Speaker 2>to be more nimble, I think is a really really

0:32:48.280 --> 0:32:52.000
<v Speaker 2>important part. I think advertisers are being more even more

0:32:52.040 --> 0:32:54.880
<v Speaker 2>disciplined about looking at the row us when it comes

0:32:54.960 --> 0:32:58.600
<v Speaker 2>to whether deployee their dollars when it comes to marketing,

0:32:58.720 --> 0:33:01.360
<v Speaker 2>and so so much to the conversation at the beginning

0:33:01.440 --> 0:33:03.760
<v Speaker 2>was about the pride that I have in how we're

0:33:03.760 --> 0:33:07.480
<v Speaker 2>able to drive performance and results for businesses all over

0:33:07.520 --> 0:33:09.680
<v Speaker 2>the world and how the you know, the products that

0:33:09.680 --> 0:33:13.680
<v Speaker 2>we're creating actually are allowing. You know, we have a

0:33:13.720 --> 0:33:16.680
<v Speaker 2>stat that is now that for every dollar that is

0:33:16.840 --> 0:33:19.960
<v Speaker 2>put into our ads, it's driving back on average three

0:33:20.000 --> 0:33:23.320
<v Speaker 2>dollars thirty one in revenue for advertisers. That's in the US.

0:33:24.080 --> 0:33:27.240
<v Speaker 2>Similar stat in Europe is that for every three seventy

0:33:27.320 --> 0:33:30.560
<v Speaker 2>nine euros, you know, seem really strong increase as well

0:33:30.600 --> 0:33:34.320
<v Speaker 2>for ever every euro it invested there. So that's where

0:33:34.360 --> 0:33:38.320
<v Speaker 2>I start. People are looking for growth, people recognize uncertainty

0:33:38.760 --> 0:33:42.040
<v Speaker 2>from a meta perspective. I didn't even touch on one

0:33:42.040 --> 0:33:45.760
<v Speaker 2>of our newer apps, which is Threads. Threads is already

0:33:46.240 --> 0:33:48.880
<v Speaker 2>has three hundred and twenty million users on it, which

0:33:48.920 --> 0:33:51.280
<v Speaker 2>is a fantastic thing to see in such in a

0:33:51.360 --> 0:33:54.239
<v Speaker 2>short period of time, and we announced that we just

0:33:54.280 --> 0:33:57.600
<v Speaker 2>started to test very early on the monetization side of

0:33:57.640 --> 0:34:00.960
<v Speaker 2>actually bringing in some very early ad products into Threads,

0:34:00.960 --> 0:34:04.040
<v Speaker 2>which is really exciting. And so one of the things

0:34:04.080 --> 0:34:05.440
<v Speaker 2>that I'm often asked is well, what can I do

0:34:05.480 --> 0:34:06.760
<v Speaker 2>if I don't have that in my country, and most

0:34:06.760 --> 0:34:09.520
<v Speaker 2>countries don't yet. But as a brand, I would say,

0:34:09.640 --> 0:34:12.520
<v Speaker 2>just start to understand what's going on on the platform,

0:34:12.680 --> 0:34:16.000
<v Speaker 2>how people are interacting with the businesses on there already,

0:34:16.560 --> 0:34:18.319
<v Speaker 2>and how you show up there. It is different, it's

0:34:18.360 --> 0:34:22.720
<v Speaker 2>a different experience, So I think that's another exciting area.

0:34:23.400 --> 0:34:25.680
<v Speaker 2>And then the other big trend that I see really

0:34:25.680 --> 0:34:29.359
<v Speaker 2>coming through strong around the world. And you mentioned earlier

0:34:29.360 --> 0:34:31.960
<v Speaker 2>how much you and I both travel, and you'll have

0:34:32.000 --> 0:34:36.400
<v Speaker 2>seen this as well from certainly traveling around Asia and

0:34:36.480 --> 0:34:39.640
<v Speaker 2>Latin America in particular, as well as Europe. Also is

0:34:39.640 --> 0:34:45.120
<v Speaker 2>this trend between businesses and people through WhatsApp. And you know,

0:34:45.160 --> 0:34:47.520
<v Speaker 2>I mentioned earlier that you know, six hundred million messages

0:34:47.520 --> 0:34:51.480
<v Speaker 2>are going between people and businesses every single day. We're

0:34:51.520 --> 0:34:55.120
<v Speaker 2>investing more and more here in order that brands can

0:34:55.360 --> 0:34:58.799
<v Speaker 2>you know, have a more active experience and we can

0:34:58.800 --> 0:35:01.160
<v Speaker 2>help them actually leverage g orre tons in this area.

0:35:01.200 --> 0:35:04.239
<v Speaker 2>It is a different area, but we're also thinking here

0:35:04.400 --> 0:35:09.000
<v Speaker 2>around how we can help on the utility side for

0:35:09.160 --> 0:35:12.400
<v Speaker 2>businesses all the area around things like I don't know,

0:35:12.400 --> 0:35:15.680
<v Speaker 2>if you're an airline, how you have one thread, one

0:35:15.719 --> 0:35:19.120
<v Speaker 2>WhatsApp thread that has everything from you book your ticket,

0:35:19.120 --> 0:35:22.399
<v Speaker 2>you've got your confirmation number, you get told where your

0:35:22.440 --> 0:35:25.960
<v Speaker 2>boarding passes. It's all in one place, makes it very simple.

0:35:26.640 --> 0:35:30.440
<v Speaker 2>We've seen everything now being communicated here, from life insurance

0:35:30.520 --> 0:35:35.040
<v Speaker 2>to e commerce to audio McDonald's in Brazil, all happening

0:35:35.640 --> 0:35:38.360
<v Speaker 2>or on happening on WhatsApp. So I think that's another

0:35:38.480 --> 0:35:41.520
<v Speaker 2>very big area an opportunity for advertisers today.

0:35:42.320 --> 0:35:44.879
<v Speaker 1>I think that was a great answer for this very

0:35:44.880 --> 0:35:48.200
<v Speaker 1>complex question as well, and also kind of a good outlook.

0:35:49.040 --> 0:35:52.040
<v Speaker 1>Maybe the very last one from my end would be

0:35:52.480 --> 0:35:55.040
<v Speaker 1>knowing what we covered in the last thirty minutes or so.

0:35:55.239 --> 0:35:59.040
<v Speaker 1>Is there any final advice for executives and leaders out there,

0:35:59.040 --> 0:36:01.400
<v Speaker 1>coming back to where we started, you know, your personal

0:36:01.440 --> 0:36:04.760
<v Speaker 1>experiences as a leader, is there, especially in these times?

0:36:04.800 --> 0:36:07.960
<v Speaker 1>Is there anything you would share with the audience more

0:36:07.960 --> 0:36:11.680
<v Speaker 1>from a leadership perspective which could help everybody out there

0:36:11.800 --> 0:36:13.600
<v Speaker 1>to do better and to perform better.

0:36:14.440 --> 0:36:16.799
<v Speaker 2>I think it goes back to the beginning actually, which

0:36:16.840 --> 0:36:18.960
<v Speaker 2>makes sure that you're putting yourself as a leader in

0:36:18.960 --> 0:36:22.080
<v Speaker 2>a position to really embrace the new technology that's coming

0:36:22.120 --> 0:36:25.359
<v Speaker 2>thick and fast add us. And actually sometimes that means

0:36:25.360 --> 0:36:27.160
<v Speaker 2>that you've got to dedicate a little bit of time

0:36:27.200 --> 0:36:30.600
<v Speaker 2>to investing in yourself. And whilst I hadn't intended to

0:36:30.600 --> 0:36:32.840
<v Speaker 2>start this off as a plug for a recent conference

0:36:32.880 --> 0:36:36.279
<v Speaker 2>that will be happening very soon, I think having a

0:36:36.320 --> 0:36:39.799
<v Speaker 2>conference like Possible where you can come together with your

0:36:39.840 --> 0:36:43.280
<v Speaker 2>peers in a learning environment with some of the best

0:36:43.320 --> 0:36:47.799
<v Speaker 2>speakers on the planet coming together and some sidebar conversations.

0:36:47.840 --> 0:36:50.120
<v Speaker 2>I know we're dedicating a lot of time at the conference,

0:36:50.560 --> 0:36:53.560
<v Speaker 2>particularly on AI to make sure that the people that

0:36:53.600 --> 0:36:56.520
<v Speaker 2>are coming to the conference can leave there really being

0:36:56.520 --> 0:36:59.520
<v Speaker 2>the leaders in the field to be able to accelerate

0:36:59.560 --> 0:37:02.319
<v Speaker 2>and grow the businesses at a quicker pace than those

0:37:02.360 --> 0:37:05.080
<v Speaker 2>that haven't invested the time. And I think you can

0:37:05.080 --> 0:37:07.400
<v Speaker 2>get away with perhaps not learning every year, but I

0:37:07.440 --> 0:37:09.800
<v Speaker 2>don't think this is a year that you can't afford

0:37:10.200 --> 0:37:12.400
<v Speaker 2>not to be investing in yourself and learning. Such is

0:37:12.440 --> 0:37:14.480
<v Speaker 2>the pace of change of what is happening with AI.

0:37:15.120 --> 0:37:18.279
<v Speaker 2>I love it, I'm nergize by it, I'm excited about it.

0:37:18.480 --> 0:37:20.000
<v Speaker 2>But to be an environment where you can share and

0:37:20.040 --> 0:37:22.719
<v Speaker 2>discuss and debate with your peers, I think there's nothing

0:37:22.760 --> 0:37:25.520
<v Speaker 2>better than that. So that would probably be my final advice.

0:37:26.239 --> 0:37:28.080
<v Speaker 1>Thank you, Nicholas. Thank you so much. What a great

0:37:28.080 --> 0:37:30.839
<v Speaker 1>closing statement and what a great conversation we've had. Thank

0:37:30.880 --> 0:37:33.920
<v Speaker 1>you for your time. I'm sure your insides, your energy,

0:37:33.960 --> 0:37:36.799
<v Speaker 1>your passion made it a very interesting conversation for the

0:37:36.800 --> 0:37:39.560
<v Speaker 1>audience out there as well. And I'm really looking forward

0:37:39.560 --> 0:37:41.440
<v Speaker 1>to see you in Miami in a couple of weeks.

0:37:41.520 --> 0:37:42.279
<v Speaker 1>Thank you so much.

0:37:42.680 --> 0:37:45.080
<v Speaker 2>Thank you Christian, and yeah, looking forward to it.

0:37:49.160 --> 0:37:51.959
<v Speaker 1>Thanks for tuning in everyone. Once again, I'm your host,

0:37:52.120 --> 0:37:55.160
<v Speaker 1>Christian Moher. If you have a question or suggestion to

0:37:55.239 --> 0:38:00.279
<v Speaker 1>me reach out, send me the m on LinkedIn is

0:38:00.360 --> 0:38:02.960
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0:38:09.640 --> 0:38:13.279
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0:38:13.360 --> 0:38:17.840
<v Speaker 1>producers are Ryan Martz and Yasmin Melandez. Our supervising producer

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