Meta has promoted longtime executive Tucker Bounds to lead its communications and public affairs function, taking over from David Ginsberg, according to internal memos reported by Axios. Ginsberg is moving into a newly created role focused on AI and product innovation.
Bounds will oversee Meta’s global communications operation, including corporate, product, internal and CEO communications, along with public affairs. His remit also comes as Meta faces growing attention around AI, platform safety and the regulatory issues surrounding its social media platforms.
The transition has been in the works for several years, with Ginsberg describing Bounds’ appointment as part of a long-term succession plan. Bounds has already been responsible for a broad communications portfolio at Meta, making the move an internal transition rather than a new arrival at the company.
Bounds has spent years inside Meta’s communications organisation. He first worked at Facebook from 2010 to 2014 before returning in 2017, when he took on a vice president role leading communications and public affairs. He most recently handled communications spanning Meta’s products and apps, executive communications, corporate communications and social channels.
Ginsberg, meanwhile, joined Meta in 2017 to lead its research team and later took charge of communications and public affairs. In his new position as vice president of Product, Insights Innovation, he will work with Chief Data Officer Alex Schultz on using AI in user research and product development.
The change comes as AI becomes a larger part of Meta’s product strategy. The company recently introduced Muse, a more personalised AI assistant, while continuing to invest in AI models, infrastructure and wearables. That puts AI among the subjects Bounds will now have to communicate externally as part of his expanded mandate.
At the same time, Meta’s established social media business remains under regulatory and legal scrutiny. Axios reported that the company recently agreed to a settlement of up to $16.7 billion with states over allegations concerning the impact of its apps on children and teenagers. Meta has denied wrongdoing related to those allegations.
That leaves Bounds taking over Meta’s communications function at a point when the company’s messaging spans two very different areas: the expansion of AI and the continuing scrutiny around its social platforms. Ginsberg’s move, meanwhile, places a longtime Meta executive closer to the product and research side of the company’s AI efforts.
