Value of Facebook consists of two things, you and your data. It is not good for long term strategy of Facebook to hurt either.

Here are some things where smart AI could help: 1. Better filtering of spam bots. 2. Better filtering of ads that would significantly improve ad quality. 3. Smart assistant that learns your habits and makes smart suggestions such as: which events to attend, your writing style, and filters immediate notifications based on personalized importance score.

Or Facebook could exploit machine learning/AI techniques to simply drive up click through ratio on their ads.