Meta launches AI tools for advertisers & businesses

Meta has launched a new set of AI tools for advertisers and businesses, covering creative production, creator marketing and customer messaging.

At Cannes Lions, the group outlined three main additions to its advertising and business suite: brand-focused ad creation tools, a unified creator marketing hub and a platform for AI business agents that operate through its messaging services.

The rollout expands Meta's push to make artificial intelligence more central to how marketers build campaigns on Facebook, Instagram and WhatsApp. It also reflects the company's effort to connect creative work, media buying and customer contact more closely within its own products.

Among the changes is an end-to-end creative system intended to help marketers create and test ads more quickly while staying within brand guidelines. It includes Creative Strategy Space, a dedicated area designed to link creative and media teams by turning campaign insights into new creative decisions as campaigns run.

Another feature, Brand Memory, uses a company's past advertising to learn its identity and tone, ensuring that new AI-generated material remains consistent with earlier work. WPP worked with Meta from the start to integrate the experience into WPP Open, the agency group's operating platform.

Meta is also adding more generative AI features to Ads Manager. These include enhanced text generation that can expand text directly on image creatives based on prior performance, translation for text on media in five major languages, video voiceovers in 11 languages and a built-in approval flow for review and coordination.

Creator tools

Meta is consolidating its creator advertising products into a single destination called Meta Creator Marketing Hub. The new hub combines Creator Marketplace and Partnership Ads Hub to make it easier for brands to move from finding creators to running paid partnership campaigns.

For the first time, Facebook creators will be added to Creator Marketplace, joining more than 5 million discoverable Instagram creators. The hub will also improve content discovery by surfacing product-tagged and user-generated content from newer creators who already have permission for businesses to use in partnership ads.

The change reflects the growing role of creator content in digital advertising, as marketers look for material that can work across both organic and paid channels. By putting creator discovery, permissions, and ad activation into a single workflow, Meta aims to reduce the time and manual effort required to turn creator relationships into paid campaigns.

Business agents

A third part of the announcement centres on the Meta Business Agent Platform, which enables larger companies to integrate their systems and build customised AI agents for customer conversations. The agents are designed to operate via Meta's messaging channels to support customer engagement and sales activities.

More than 1 million businesses are already using Meta Business Agent globally, according to the company. As an example, Trendyol Group used WhatsApp to create a more personalised shopping experience and generated more than 15,000 AI-powered shopping conversations in its first week live in Saudi Arabia.

Meta framed the broader expansion around the idea that AI can shift quickly from experimentation to everyday utility. It cited an analysis of more than 1 million ad campaigns that found, on average, every dollar an advertiser spends on Meta generates USD $4.13 in revenue, a 25% increase in return on ad spend since 2022.

That claim goes to the heart of Meta's argument to advertisers: AI is no longer just a support tool for audience targeting or automation, but a practical layer across the full advertising process, from creating assets to selecting creators and handling customer chats after an ad prompts a response.

The latest rollout also shows how large digital platforms are competing to own more of the marketing workflow. Rather than serving only as media channels, companies such as Meta are trying to become the places where brands produce content, manage partnerships, approve assets, distribute campaigns and speak to customers.

For agencies and in-house teams, that brings both efficiency gains and questions about dependence on platform-led tools. The integration with WPP suggests Meta is trying to fit these products into existing agency processes rather than requiring a separate system, while the inclusion of approval tools shows it is also targeting collaboration and governance, not just content generation.

Meta said the new products are intended for marketers without technical expertise, widening access to AI-based campaign work beyond specialist teams.

"Within Meta's ads system, AI has already crossed this threshold and proven its results," the group stated.