Key stat: Tech’s Big Five (including Meta, Google, Amazon, Microsoft, and Apple) have all upped mentions of AI during their 2024 earnings calls compared with two years prior, according to company releases.

Beyond the chart:

• Back in April, EMARKETER analyst Jasmine Enberg identified Meta as a potential “dark horse” in the generative AI war.
• On Meta’s earnings call, founder and CEO Mark Zuckerberg talked about AI’s potential for ad creation, business, social interactions, and finding information.
• “In the coming years, AI will be able to generate creative for advertisers as well,” Zuckerberg said on the call. “Over the long term, advertisers will basically just be able to tell us a business objective and a budget, and we're going to go do the rest for them. We're going to get there incrementally over time, but I think this is going to be a very big deal.”

Use this chart:

• Highlight AI’s growing impact across Big Tech.
• Show the rise in AI mentions as an industry trend.
• Demonstrate the increasing need to invest in the implementation and use of AI.

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