Meta announces a host of new AI-tools and updates to its ads manager aimed at helping creators and agencies streamline their workflows and build stronger campaigns across its platforms.
Meta has launched a new suite of AI-powered tools centred around three core pillars: creative workflows, creator marketing capabilities and customer engagement experiences.
Analysis of more than one million ad campaigns found that for every dollar spent on ads on Meta’s platforms, generated a return of $4.13 – equating to a 25% increase since 2022.
Making the announcement at Cannes Lions, the social media giant positioned AI as a “threshold technology” that can streamline creator partnerships and deepen customer interactions.
“When capability crosses into everyday usefulness, it feels sudden, even transformative, even though it’s been building all along,” the company said.
Among the new updates include end-to-end creative solution with brand-aware creative generation tools “so every marketer can produce better ads, faster”.
It has a dedicated space for navigating creative strategy and optimisation; it has the ability to learn a brand’s identity through previous ads; and has been built to enable agencies to integrate into the tool from day one.
In addition, Meta announced a collaboration with WPP to bring this experience into WPP Open.
The tech firm has also introduced updates to the AI features in ads manager, including enhanced test generation tools, language translations, creative approval flow.
Meta said in a statement: “Better creative is only part of the equation. Delivering the right ad to the right person at the right time also depends upon which content performs best, and increasingly, that’s from the people customers already trust: creators.”
With more than five million Instagram creators already discoverable in creator marketplace, the company is now expanding the tool to include Facebook creators.
In means, for the first time, businesses can discover and connect with creators across both platforms, making it easier to find partnerships for ad campaigns.
Adding to that, Meta is making it easier for business to find new creator content that is ready to become an ad through the ability to filter by product tags; the option for creators to opt in to have their content run as an ad; as well as a new paid performance insights hub that can show advertisers how content ads stack up.
The Zuckerberg-owned company recently introduced Meta Business Agent platform, which enables businesses to plug their existing systems to built, customise and deploy agents at scale.
Meta confirmed more than a million businesses are using this feature.
Kutay Konakci, head of growth, Trendyol Group, said: “We had millions of customers already on WhatsApp, but we were only using it as a notification channel.
“With Meta Business Agent, we’ve transformed that touchpoint into a personalised shopping experience – from a purchase confirmation to a curated ‘complete the look’ conversation that builds baskets in real time.
“In our first week live in Saudi Arabia, we saw over 15,000 AI-powered shopping conversations. That’s not incremental – that’s a new commerce channel.”
