X unveils a set of AI tools in X Ads Manager, while Meta develops new features for creative ad building.
X (formerly Twitter) and Meta launch a series of new ad tools at Advertising Week New York (AWNY), with the former unveiling AI tools within X Ads Manager, and the latter introducing creative tools for brands.
Among the set of AI tools unveiled by X was X Lift, which can turn a brand’s campaign idea from a URL into a ready-to-review campaign in as little as a few clicks.
X Lift aims to help build campaigns for first-time advertisers by removing the need for manual setup, which can hinder businesses with smaller teams or campaign budgets.
Just unveiled at @advertisingweek New York 🚀 Introducing X Lift, our new AI-powered ads product bringing together our three core pillars of speed, scale and intelligence. Simplify campaign setup by setting your destination and goal and watch your business grow. https://t.co/amv0yYo2vb
— Business (@XBusiness) October 6, 2026
The campaign builder tools help advertisers input their website address, and the AI features will create a range of advertising assets, including copy and images. From there, the tools will build the entire campaign and will include audience targeting.
Once advertisers set their budget and review the draft, they can launch the campaign.
Meta brings in creative tools
Meta announced at AWNY that is has improved its business assistant and launched new shopping experiences.
The tech giant’s extended business assistant capabilities build on key creative elements, including adding new creative insights, enhanced memory, and more context to fuel recommendations.
Meta said: ”This includes the context of what you tried last quarter, your seasonality, and the goals you’ve described.”
Brands will also be able to test new tools with which they can upload their brand voice guidelines and strategy.
Meta is also building a better agentic capacity that could help businesses to generate creative elements, update targeting, and amend adspend using conversational prompts.
The Ads Creative Studio will also be rolled out to more advertisers, with some able to test scheduled tasks, like performance reports and alerts.
Select ad partners will also get access to performance data that could shed insights into what was successful in campaigns alongside AI guidance on how to utilise that information.
Meta Ads MCP server has also been expanded to include more use cases, helping advertisers use third-party AI tools to build and manage their campaigns. While its customer lifecycle strategy could help marketers choose audiences for each campaign, making sure each one is aligned with strategy.
Meta said: “People discover brands and products through creators they trust, communities they belong to, and AI that understands what they are looking for.
“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.”
In partnership with Shopify, Meta is developing a new direct checkout experience through the Meta Business Agent on Messenger. Similar checkout options are also being developed for Meta AI through PayPal, Adyen, and Stripe.
The updates to Meta and X’s suite of advertising tools echoes what other social media platform’s like TikTok are developing. The ByteDance-owned platform also launched a series of AI-powered tools for advertisers at AWNY.
