Meta announced a range of ad updates at its Advertising Week presentation in New York today, including an improved business assistant, an expansion of its creative tools for brands and new shopping experiences.
First, Meta is beefing up the capabilities of its artificial intelligence-powered business assistant, which provides conversational guidance on key ad creation elements.
In order to improve this guidance, Meta is adding new creative insights, and giving the tool more memory and context to power its recommendations.
“This includes the context of what you tried last quarter, your seasonality, and the goals you’ve described,” Meta said.
Meta is also testing importing tools, which will enable brands to upload their strategy and brand voice guidelines to further refine outputs.
In addition, Meta is adding more agentic capacity, which will enable the business assistant to generate creative elements, update targeting and even change an ad's budget using conversational prompts
Finally, the company is testing scheduled tasks, such as recurring performance reports and alerts, to ensure that advertisers are aware of potential concerns.
Meta is also making its Ads Creative Studio available to more advertisers.
Launched earlier this year, Meta’s Ads Creative Studio utilizes performance data and audience insights to highlight what’s working in campaigns, and provides AI guidance on how to tap into these insights.
Meta has made the tool available to selected ad partners, and it’s now looking to expand availability to more brands.
The company also expanded its Meta Ads MCP server to facilitate more use cases, which will enable advertisers to use third-party AI tools to build and manage their campaigns.
Meta is also making its Customer Lifecycle Strategy available to all advertisers.
Customer Lifecycle Strategy enables marketers to better dictate the audience for each campaign, which then ensures that all recommendations and changes are aligned with a top-level focus.
Meta's also adding more AI-powered video generation tools.
“In Advantage+ creative, advertisers and agencies can now generate video from existing static assets, a feature that is now generally available,” Meta said. “In Ads Creative Studio, marketers can generate new video concepts and variations, and edit them with new tools to change hooks, adjust audio and clip length, add text overlays and captions, or change end scenes.”
Meta is also adding simplified video generation from catalog listings, and adding related products recommendations for upselling.
“People discover brands and products through creators they trust, communities they belong to, and AI that understands what they are looking for,” Meta said. “Increasingly, this is happening in Meta AI, Muse, and Meta Business Agent, where people ask, compare, and decide what to buy. So we're building partnerships with retailers to offer new ways to directly complete a purchase without leaving the conversation.”
Finally, Meta is working with Shopify on a new direct checkout experience via Meta Business Agent on Messenger, which will enable direct purchases of Shopify products in-stream
Meta is also testing similar direct checkout options for Meta AI, in partnership with Adyen, PayPal, Shopify and Stripe.
That could facilitate more direct commerce activity stemming from AI conversations, and with Meta’s Muse AI gaining traction with users, that could become an extremely valuable consideration for brands.
