In July 2025, Meta officially rolled out the final phase of Andromeda, its next-generation AI-powered ad retrieval engine. Designed to revolutionize how ads are selected and delivered across platforms like Facebook and Instagram, Andromeda leverages advanced machine learning and cutting-edge hardware to personalize ad experiences at scale.

The Ripple Effect: Impact on Artists and Event Promoters

While Andromeda promises enhanced ad performance, its implementation has introduced significant challenges for artists, event organizers, and small businesses. The core issue lies in the system's reliance on broad targeting and automated optimization, which can overlook the nuanced needs of niche audiences. For instance, artists seeking to promote a specific genre or style may find their ads reaching unintended demographics, leading to wasted ad spend and missed opportunities.

Moreover, the shift towards AI-driven ad delivery has changed how much control advertisers have over audience targeting. This can be particularly challenging for event promoters who rely on precise targeting.

The Granular Retrieval vs. Broad Creation Dilemma

Andromeda's strength lies in its ability to retrieve ads based on detailed user data, such as past interactions and behaviours. However, this detailed retrieval doesn’t necessarily translate to precise targeting instructions from the advertiser. The AI must make decisions based on broad prompts and historical patterns, which can result in ads being shown to audiences that were not the advertiser's primary intention.

The Artist's Perspective

For artists, especially those in niche genres, Andromeda's broad targeting approach can be a double-edged sword. While the system aims to optimize ad delivery, it may inadvertently promote content to audiences with little interest in the artist's work. This misalignment can lead to increased costs and diminished returns on ad spend.

Event Promotion Challenges

Event organizers face similar hurdles. The inability to target very specific demographics or user behaviours can result in wasted advertising budgets. For example, promoting a classical music concert to a general audience may attract individuals more interested in pop music, leading to low engagement and ticket sales.

Furthermore, reaching the ideal attendees, such as local residents or people who frequently attend similar events, can be challenging, potentially impacting overall revenue.

The Global Impact

The ramifications of Andromeda's implementation are not confined to a specific region. Worldwide, millions of businesses are affected. In the UK alone, approximately 66% of businesses utilize Meta's advertising platforms. This widespread adoption underscores the significance of the challenges posed by Andromeda.

Small businesses, in particular, may feel the pressure. The combination of automated targeting and reliance on AI decisions can strain limited resources, potentially affecting sales and financial stability.

A Logical Flaw in the System

At the heart of these issues lies a fundamental flaw in how Andromeda operates. The system excels at granular retrieval of ads based on user data but relies on broad advertiser prompts to determine which ads to show. If advertisers cannot provide highly detailed instructions, the AI makes educated guesses, which may not always align with the intended audience. This disconnect can result in ineffective campaigns, wasted ad spend, and missed opportunities for businesses.

Conclusion: Navigating the New Advertising Landscape

Meta's Andromeda represents a significant shift in digital advertising, with the potential to transform how ads are delivered and experienced. However, for artists, event promoters, and small businesses, the system's reliance on broad advertiser prompts presents considerable challenges.

Understanding the intricacies of Andromeda and its impact on advertising practices is essential for navigating this new terrain. By staying informed and proactive, businesses can better position themselves to succeed in an increasingly automated advertising environment.

Dr C G Barlow. Copyright © 2025 C. G. Barlow.