Translating Innovation into Understanding
How I helped Meta AI build clarity, consistency, and trust during one of the most complex brand evolutions in tech.
Positive sentiment across key channels
engagements in Q1
faster response rate QoQ
lift in comprehension and trust metrics
The Challenge
As Meta integrated AI across its ecosystem (Facebook, Instagram, Threads, Messenger, and their new Meta AI (fka Meta View) apps) audience confusion was at an all-time high, as product perception steadily declined.
Fragmentation across internal divisions (AI, ML, VR, AR, LLaMA) and brands paired with external skepticism around privacy and AI ethics created trust gaps between what Meta was building and what audiences believed.
The Strategy
I helped connect Meta AI's product marketing and employment brand teams to build consistent communication systems across multiple platforms and regions.
My work centered on:
- Clarifying product positioning (Meta AI vs. LLaMA vs. other Meta technologies).
- Humanizing AI messaging to reduce skepticism and drive trust.
- Aligning real-time social insights with campaign strategy.
- Developing brand voice frameworks that adapted by audience and surface.
The Execution
Content Intelligence
Delivered weekly sentiment, trend, and performance reports to unify cross-surface messaging.
Copy Systems
Authored plain-language FAQs and launch copy clarifying Meta AI's use cases and ethical stance.
Community Alignment
Led outbound engagement strategy that generated 27.7K engagements in Q1 and 26.3K in Q2 across Instagram, Twitter, and Facebook with ~80–95% positive sentiment.
Audience Prioritization
Shifted brand engagement focus to talent, brands, and public figures driving higher positive reception (~82% positive) and visibility.
Narrative Refinement
Developed and leveraged AI and Employment Brand social listening reports to uncover dominant public concerns (privacy, creative theft, mental health) and guide transparent "AI for Good" narratives that averaged ~65% positive sentiment.
The Impact
QoQ improvement in message timeliness
increasing one-hour response rate from 2% → 11%
positive sentiment on flagship content
Meta AI x aespa and DEI campaigns with 13.8K+ engagements
lift in comprehension
positive engagement around AI-ethics and 'AI for Good' storytelling
Enabled cross-functional visibility connecting AI product, brand, and recruiting teams around shared audience insights and real-time campaign learning.
When innovation moves faster than comprehension, communication becomes the product.
Jasmine Stokes, Founder & Lead Strategist, stÖkd
Work for Meta AI was completed as a contracted strategist through approved partner agencies. This case study reflects independent creative and strategic contributions, and is not affiliated with or endorsed by Meta Platforms, Inc.