Meta has announced 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 key additions to its advertising and business suite: brand-specific ad creation tools, an integrated creator marketing hub, and a platform for AI business agents that work through its messaging services.
This development expands on Meta’s efforts to make artificial intelligence more central to how marketers build campaigns on Facebook, Instagram, and WhatsApp. It also reflects the company’s efforts to more closely connect creative work, media buying and customer contact within its products.
Among the changes is an end-to-end creative system aimed at allowing marketers to create and test ads more quickly while staying within brand guidelines. This includes the Creative Strategy Space, a dedicated area designed to connect creative and media teams by turning campaign insights into new creative decisions during campaign execution.
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 previous work. WPP worked with Meta from the beginning to integrate its experience into the agency group’s operating platform, WPP Open.
Meta also adds more generative AI capabilities to Ads Manager. This includes enhanced text generation that allows you to deploy text directly on image creatives based on previous performance, translation of text on media in 5 major languages, video narration in 11 languages, and built-in approval flows for reviews and adjustments.
creator tools
Meta is consolidating its creator advertising products into one destination called the Meta Creator Marketing Hub. The new hub combines the Creator Marketplace and Partnership Ads Hub, making it easy for brands to move from discovering creators to running paid partnership campaigns.
For the first time, Facebook creators are added to the Creator Marketplace, joining over 5 million discoverable Instagram creators. The hub also improves content discovery by showing product-tagged and user-generated content from new creators that businesses already have permission to use in partnership ads.
This change reflects the growing role of creator content in digital advertising, as marketers look for material that works across both organic and paid channels. By combining 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 agency
The third part of the announcement focuses on the Meta Business Agent Platform, which enables large enterprises to integrate their systems and build customized AI agents for customer conversations. Agents are designed to work through Meta’s messaging channels to support customer engagement and sales efforts.
The company says more than 1 million businesses around the world are already using Meta Business Agent. As an example, Trendyol Group used WhatsApp to create a more personalized shopping experience, generating over 15,000 AI-powered shopping conversations in its first week in Saudi Arabia.
Mehta has framed a broader extension around the idea that AI can quickly move from experimentation to everyday practicality. Citing analysis of more than 1 million ad campaigns, the report found that every dollar advertisers spend on meta generates an average of $4.13 in revenue, increasing return on ad spend by 25% from 2022 onwards.
This claim is at the heart of Meta’s case against advertisers. AI is no longer just a support tool for audience targeting and automation, but a practical layer throughout the advertising process, from creating assets to selecting creators and handling chats with customers once an ad has prompted a response.
The latest developments also show that large digital platforms are competing to own more of the marketing workflows. Rather than acting solely as a media channel, companies like Meta are becoming the place where brands create content, manage partnerships, approve assets, distribute campaigns, and interact with customers.
For agencies and in-house teams, this brings both increased efficiency and questions about reliance on platform-driven tools. The integration with WPP suggests that Meta is looking to fit these products into existing agency processes, rather than requiring a separate system. The inclusion of approval tools also shows that Meta is targeting collaboration and governance as well as content generation.
Mehta said the new product is aimed at marketers without technical expertise and expands access to AI-based campaign work beyond specialized teams.
“Within Meta’s advertising system, AI has already exceeded this threshold and has proven its success,” the group said.
