Meta has just introduced a host of new features and tools for creators based on AI, aiming to enable businesses, agencies, and advertisers to rapidly scale their operations and enhance their performance, regardless of size. In addition, the technology company has also expanded on a series of features it unveiled during Cannes Lions.
Among Meta’s announcements and updates are a sales assistant called Business AI, new GenAI functionalities to optimize videos and increase conversions, streamlined collaboration with content creators, and a MetaAI business assistant to optimize campaigns within Ads Manager. Below, we will break down the most significant aspects of this new stage of advertising with Meta.
Integrating AI agents into business environments is typically costly and complex. Meta is aware of this, which is why it has launched Business AI, a commercial agent designed so that small and medium-sized businesses can leverage AI to drive sales and provide instant customer service, with no need for programming or months-long setup processes.
The main advantage of Business AI is that it learns directly from your Meta account; that is, from your social posts, ad campaigns, and existing website. This enables it to offer more immersive and personalized responses to customers in real time, twenty-four hours a day, seven days a week.
Regarding cost, Business AI will be free within Meta Ads for eligible advertisers and will be available on the web and on messaging apps (Messenger and WhatsApp) at “a fraction of the cost of other solutions“, according to Meta.
Business AI is not limited to Meta’s applications; it is also available for integration on your own website. Eligible companies in the United States can now set up this customized agent on their website as well as within ads on Facebook and Instagram to answer questions, make recommendations, and, ultimately, grow sales. For businesses that rely on Messenger and WhatsApp, Meta plans to expand testing to additional countries and languages soon.
The technology company believes this tool will change the way people shop online, assisting customers in finding exactly what they need, which will increase loyalty and the likelihood of repeat purchases.
In order to maximize performance, Meta earlier this year introduced the opportunity score, a metric guiding businesses toward the best recommended actions to implement. Now, advancing further, comes the Meta AI business assistant, a new AI-powered chat experience within Ads Manager and Business Support Home.
This assistant is designed to act as a 24/7 partner, enabling marketing professionals to optimize campaigns, resolve account issues (such as daily spend limits or disabled accounts), and receive personalized recommendations based on Meta’s exclusive data.
The Meta AI business assistant will be available to select businesses later this year, with its availability expected to expand throughout 2026, aiming to support each stage of the campaign lifecycle.
Generative AI (GenAI) is transforming the way users interact with brands, opening the door to more dynamic and highly personalized ad formats. To increase consumer confidence, Meta will begin testing a functionality that allows users to see how clothing from an ad would look after the user uploads their own photo.
Additionally, another experience is being tested in which GenAI dynamically creates a personalized page after a user clicks on an ad. This page will display relevant information about the business and its products, based on the customer’s specific purchase history and journey.
Another creative innovation is AI Sticker CTA, a feature that uses AI to generate a visually more engaging call to action (CTA) within the ad, bringing the product to life. Presented during the Cannes Lions festival, this enhancement is already reaching more advertisers worldwide in Facebook Stories and is being tested in Facebook Reels, Instagram Stories, and Reels.
Meta states that “Advertisers and agencies continue to lean into our Advantage+ creative generative AI tools, with nearly 2 million advertisers using our video generation tool alone.”
Given this strong adoption, the technology giant has decided to expand its creative AI capabilities to deliver results that are even more personalized and reflect the specific target audiences advertisers wish to reach. Regarding video, the latest updates include:
With regard to the generative AI capabilities for images, Meta has taken the opportunity to further explain the features of image generation based on audience profiles within the Advantage+ creative tool.
This is one of the innovations presented at Cannes, enabling advertisers to create multiple different versions of an ad, each designed to appeal to a specific type of customer. For example, if you sell headphones, the tool might generate one image that highlights style for fashion enthusiasts and another focused on comfort for frequent travelers.
Collaboration between brands and content creators is essential for personalization and performance. In fact, Meta maintains that there is evidence adding Partnership Ads to standard campaigns can result in a 19% reduction in CPA and a 13% increase in CTR.
To make this synergy easier, Meta is implementing the Facebook Creator Discovery API, which greatly streamlines the process for businesses and agencies to locate the ideal creator. This API enables searches by keywords and analyzes audience demographics and engagement rates to find the perfect match.
Furthermore, access to the Instagram Creator Marketplace API is also being expanded to all agencies, advertisers, and developers in countries where the product is available.
Additionally, Meta has announced: “More businesses in eligible markets can now also access creator marketplace from Meta Business Suite with expanded availability to all verified businesses on Instagram.”
Photo: Flux Schnell
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