When someone sees an ad on Instagram, they need specific information to make a purchase decision, but they aren’t always willing to invest the effort to find it. For advertisers, this becomes a frustrating challenge — they can’t anticipate individual customer needs and end up presenting their brand to a general audience, making it challenging for potential customers to find what they’re looking for.
We believed if we could acknowledge a user’s concern and provide a way to get an answer in the moment, we would reduce friction and increase the likelihood of them purchasing from an ad.
We built Instagram's first agentic AI experience for ads — designed to acknowledge a user's concern and provide an answer in the moment, right where the purchase decision happens. I led the design end to end, from early concepts through prototypes and testing, and the experience went on to drive sustained value and was approved for launch to GA.
Check out the full case study deck to learn more.