Facebook’s image recognition technology capabilities have become significantly more powerful in the last few years.
Last April, Facebook released automatic alternative text, a feature that uses image recognition technology to generate a description of a photo. The system processes images through an artificial intelligence engine that distinguishes and identifies key elements. It was originally launched to cater to visually impaired users, but these developments might mean big opportunities for marketers.
Let’s say you’re the owner of a new café looking to expand your social audience. Facebook’s imaging technology may soon be capable of pinpointing users who regularly post images of coffee mugs, which the AI recognizes as “coffee” or “coffee cup.” This will enable you to target consumers who are interested in coffee and are likely to share their own photos. The resulting audience is more likely to respond to offers or increase your exposure with user-generated content.