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Meta
Using AI to personalise the shopping experience on Instagram and Facebook.
Shops Ads sits at the intersection of commerce and advertising at Meta's scale — small improvements in relevance compound into significant business impact.
The opportunity was to make the experience measurably better for both shoppers and advertisers by putting AI to work where it had real impact, while keeping a large design org aligned on the same priorities.
What I did
- Partnered with product and engineering leadership to define an AI UX strategy that improved ad relevance.
- Set up an org-wide dogfooding program that surfaced and resolved hundreds of UX issues.
- Drove cross-organizational alignment with business priorities for a team of 20+ designers.
Let's build something.
Tell me what you're working on.