AI at Work: 7 Ways to Use It Like a Pro, According to a Meta Executive

Derya Matras, Meta’s Vice President of Europe, Middle East and Africa, breaks down the best AI tools and strategies to boost your efficiency, streamline tasks, and stay ahead in today’s workplace…

Let’s get one thing straight—AI isn’t coming for your job, but it can definitely help you get promoted faster. And if you’re a business owner? You might want to start paying close attention.

Derya Matras, Meta’s Vice President of Europe, Middle East and Africa, says that companies that don’t embrace AI risk falling behind. Whether you’re a content creator brainstorming fresh ideas, a marketer optimising ad campaigns, or an entrepreneur automating the boring stuff, its clear AI can supercharge your productivity.

“Businesses will leverage this technology in the right way for competitive advantage,” Matras told The Modems. Translation? If you learn how to use AI like a pro, you’ll be ahead of the game—no matter your industry.

And AI isn’t some futuristic concept—it’s already here, woven into platforms we use daily. Currently in the UK, Meta’s AI powers Instagram,  Facebook, and Reality Labs, enhancing everything from content recommendations to business tools that streamline communication and efficiency. With over 700 million people using Meta’s AI each month, it’s the most widely adopted AI system in the world. By 2025, Meta’s AI will evolve even further, introducing advanced capabilities like voice interactions and reasoning to unlock new ways of working.

If you’re an entrepreneur or freelancer, using AI for content creation, data analysis, or customer engagement gives you an edge. Whether it’s auto-generating email newsletters, tracking sales trends, or handling inquiries with a chatbot, AI lets small teams work like big brands.

If you’re worried AI is going to replace human creativity altogether, you’re not alone. These fears aren’t new—they’re the same concerns people had at the turn of the century.  “People had the same worries in the Industrial Revolution as well, that human beings wouldn’t be needed,” Matras explained. But fast forward to today, and we see how going from craft production methods to machines actually created more jobs and opportunities—not fewer. 

“Just look at the amount of jobs that are created with new technology,” Matras divulged. AI isn’t about replacing humans—it’s about enhancing your skills, making your work more creative, strategic, and efficient.

So, whether you’re tired of sifting through endless emails, overthinking ad copy, or drowning in spreadsheets, AI can handle the heavy lifting while you focus on the work that actually matters. Ready to future-proof your career? Here are seven ways to start using AI like a pro – straight from a Meta executive who knows what’s up…

How to start using AI like a pro at work:

Enhance Productivity by Processing Large Amounts of Data…

“For productivity, AI is really helpful to go through and digest large chunks of data and make summaries, because one of the critical things that we have to do for our day-to-day job is going through large amounts of information.”

Example: If you’re a marketing analyst at (for instance) a beauty brand, you can use AI tools to scan customer reviews, summarise trends, and highlight emerging beauty preferences—instead of reading through thousands of comments manually.

Leverage AI for Smarter Decision-Making…

“What puts us ahead of the curve is being able to see, to derive insight from complexity, and AI has the perfect capability to help us do that.”

Example: Say you work in e-commerce and are planning a product launch. Instead of making decisions based on gut instinct, AI-powered tools can predict which products will perform well based on past sales trends, helping you sell out faster and minimise stock issues.

Boost Creativity with AI Assistance…

“AI doesn’t replace your creativity—it enhances it. We have ideas, but then we can always consult with AI tools saying things like ‘give me more ideas like this’ or ‘how can I enhance this idea’ or ‘give me a different framework to think about this topic.’”

Example: If you’re a content creator or freelance writer, you can use AI, or brainstorm blog topics, generate fresh Instagram captions, or rewrite copy in a more engaging way. 

 Improve Communication with AI-Powered Writing Tools…

“I’m not a native English speaker, and so drafting emails and documents with AI gives me a lot more speed. It also works if you have a first draft of an email or document, AI can fine-tune and polish it quickly. 

Example: If English isn’t your first language (or even if it is!), AI writing tools can help you write clearer, more professional emails and reports in seconds. Perfect if you’re sending pitch emails, drafting proposals, or prepping for a big job interview.

Optimise Marketing and Advertising with AI…

“Now, today’s AI tools, for example, our Advantage Plus suite, try hundreds of different combinations in a matter of seconds to find the right campaigns, targeting the right segments, and driving higher performance.”

Example: If you’re a social media manager for a brand or run a small business AI tools like Meta’s Advantage Plus can automate ad targeting and creative testing. Instead of manually picking which ad will perform best, AI tests hundreds of variations instantly—so your campaign hits the right audience without you stressing over A/B tests all day. AI-powered ads can automatically test different captions, visuals, and audience segments—helping you sell more pieces without spending hours tweaking ad settings.

Use AI to Automate Repetitive Tasks…  

“So many things that were done manually and took hours every day for media professionals—today they are done with a single-button solution.”

Example: If you’re a social media manager juggling multiple brand accounts, instead of manually resizing images, scheduling posts, and responding to DMs all day, you use AI-powered tools like automated scheduling. What used to take hours of copy-pasting and tweaking is now done in seconds—giving you more time to focus on the creative, strategic side of your job. Likewise, AI can auto-caption your Reels, and even suggest trending hashtags—so you spend less time in post-production and more time creating content your audience loves.

AI-Driven Business Assistants & Chatbots…

“AI-powered business assistants will transform how customers interact with companies, making communication more efficient and productive. By integrating AI into business messaging, companies can automate routine inquiries, improve response times, and enhance overall customer experience.”

Example: If you’re a customer service rep, AI-powered chatbots can answer basic inquiries (like return policies, sizing info, and order status) letting you focus on handling VIP customers or complex cases.