Technology innovation to boost Facebook’s international business ambitions

At the 4YFN event, Mendelsohn was interviewed by Rosa Tous, VP of international jewellery companyTous, which uses Instagram as a promotional tool. Mendelsohn pointed out the extent to which Facebook’s platforms have developed in recent years to support businesses.

“When I started at Facebook six years ago [the company] had just bought Instagram, where there were 10 or 12 people,” said Mendelsohn.

“Since then we have added Oculus [a virtual reality tool] … and Instagram has changed beyond recognition.”

The pace of change is unlikely to slow down, especially as more than 80 million businesses use Facebook to promote their services.

“We launched shopping on Instagram a year ago and it’s still evolving,” said Mendelsohn.

Among the technologies that Mendelsohn believes will help businesses of all sizes develop sales are VR and AR. She pointed out that brands like Ikea are already using AR to help shoppers’ picture what furniture will look like in a room before they make a purchase.

And AI will continue to play an important role in helping customers make informed choices. For example, said Mendelsohn, Lego developed a bot messenger to help shoppers choose presents in the run up to Christmas based on information about the age and interests of the recipient.