{"id":259660,"date":"2026-10-22T12:00:00","date_gmt":"2026-10-22T16:00:00","guid":{"rendered":"https:\/\/ibkrcampus.com\/campus\/?p=259660"},"modified":"2026-10-23T04:07:27","modified_gmt":"2026-10-23T08:07:27","slug":"metas-found-its-muse-and-its-ad-business-is-paying-its-ai-bills","status":"publish","type":"post","link":"https:\/\/www.interactivebrokers.com\/campus\/traders-insight\/securities\/stocks\/metas-found-its-muse-and-its-ad-business-is-paying-its-ai-bills\/","title":{"rendered":"Meta\u2019s Found Its Muse \u2013 And Its Ad Business Is Paying Its AI Bills"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The social media giant\u2019s earnings beat even its own expectations, driven largely by AI-assisted ad sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What\u2019s going on here?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meta\u2019s <a href=\"https:\/\/finimize.com\/glossary\/sales\">sales<\/a> beat expectations last quarter, and it\u2019s looking forward to a blockbuster holiday season \u2013 easing jitters about its AI spend.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What does this mean?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sales rose 26% to $64.6 billion in the third quarter \u2013 slower than the previous quarter\u2019s 28% growth, but beating analysts\u2019 and Meta\u2019s own predictions. It now expects $73 billion to $76 billion in sales for this quarter, ahead of forecasts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u25b6 Most of that\u2019s from advertising. And this quarter, though the number of ads Meta showed grew more slowly than before, it charged 14% more for each one than last year: a clue its AI tools are making its ads more valuable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u25b6 Investors fretted about Meta\u2019s huge AI spend going in \u2013 but even though it nudged up the bottom of its range to $135 billion, its shares still rose after hours.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Why should I care?<\/strong><a href=\"https:\/\/finimize.com\/experts\/theodora-lee-joseph\"><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>For markets:<\/strong><\/em> <em>Cloud-sized bills, without the cloud.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meta spends big on AI like <strong>Microsoft<\/strong>, <strong>Amazon<\/strong>, and <strong>Alphabet<\/strong> \u2013 but earns it back differently. The three hyperscalers invest in building AI computing power, and when they rent that out, investors see the payoff in booming cloud <a href=\"https:\/\/finimize.com\/glossary\/sales\">sales<\/a>. Meta\u2019s AI investment mostly improves its ads, but it can be tricky to distinguish AI\u2019s contribution from everything else driving ad sales. Higher ad prices give investors something to point to \u2013 even if they don\u2019t quite prove the AI spend will pay off.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>The bigger picture:<\/strong><\/em> <em>Muse could rewrite Meta\u2019s <a href=\"https:\/\/finimize.com\/glossary\/revenue\">revenue<\/a> playbook.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meta already charges for heavier use of Muse through subscriptions \u2013 plus, the AI assistant will eventually earn a fee on purchases it makes on its users\u2019 behalf. That could be a chunky revenue stream: Meta\u2019s 3.6 billion daily users give it a ready-made audience \u2013 and what Muse learns about them could improve ads, too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u26a0\ufe0f But Amazon has already blocked Muse \u2013 a problem for users who want it to browse and buy from the world\u2019s biggest e-commerce platform\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8212;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Originally Posted October 22, 2026 &#8211; <a href=\"https:\/\/finimize.com\/content\/metas-found-its-muse-while-its-ad-business-is-paying-its-ai-bills\">Meta\u2019s Found Its Muse \u2013 And Its Ad Business Is Paying Its AI Bills<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The social media giant\u2019s earnings beat even its own expectations, driven largely by AI-assisted ad sales.<\/p>\n","protected":false},"author":1290,"featured_media":228756,"comment_status":"open","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6,8,9,22,26,3],"tags":[],"contributors-categories":[13597],"class_list":["post-259660","post","type-post","status-publish","format-standard","has-post-thumbnail","category-north-america","category-region","category-securities","category-stocks","category-text-articles","category-traders-insight","contributors-categories-finimize"],"pp_statuses_selecting_workflow":false,"pp_workflow_action":"current","pp_status_selection":"publish","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Meta\u2019s Found Its Muse \u2013 And Its Ad Business Is Paying Its AI Bills<\/title>\n<meta name=\"description\" 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