Meta is moving further into the AI assistant space with the launch of Business AI, a new sales and customer service agent that brands can embed directly on their websites and across Meta ads. The tool can answer product questions, guide purchases and provide customer support using data drawn from a company’s own site and Meta campaigns. Alongside this, Meta is rolling out new AI creative tools, virtual try-ons and enhanced creator collaboration features, all designed to make its ecosystem more automated, data-informed and commercially connected.

Business AI Comes To Brand Websites

The main update is the introduction of Business AI, Meta’s new chatbot system that enables companies to deploy an AI sales assistant on their websites. Businesses can train a free, customisable AI agent using their product catalogue, website data and Meta campaign history. The bot can answer product questions, guide shoppers through purchase options and manage follow-up queries, helping automate elements of the customer journey.

Businesses can set up their AI agents directly in Meta Business Suite without coding. The bot draws on existing ads, social posts and site content to maintain brand consistency. All customer interactions are stored in Business Suite’s inbox, allowing marketing teams to review conversations and update information as needed.

The same AI agent can also be used in Facebook and Instagram ads. Viewers can tap preset questions such as “What sizes are available?” or “Show me more colours” and receive an AI-generated response linking back to the brand’s site. The aim is to reduce friction between engagement and conversion within Meta’s apps.

Business AI is initially available to companies in the United States, with further expansion expected in 2026.

New AI Assistant For Advertisers

Alongside its consumer-facing tool, Meta has launched the Meta AI Business Assistant, an integrated chat tool within Ads Manager and Business Support Home. It provides advertisers with campaign insights, troubleshooting support and performance recommendations.

Meta says the assistant can analyse campaign data in real time, identify optimisation opportunities and help resolve common account issues such as spend limits or disabled ads. The tool is being rolled out to select advertisers now and will expand globally in 2026.

Generative AI Powers New Creative Tools

Meta is also extending its Advantage+ creative suite with several generative AI capabilities. Nearly two million advertisers already use Meta’s AI video tools, and the update adds a range of new options.

Advertisers can now generate AI-created music tailored to the tone and content of a video, making it easier to create more engaging experiences. AI dubbing helps brands localise ads for multiple markets, while HDR enhancement uses generative AI to improve contrast and colour quality.

On the image side, Meta has introduced persona-based generation. The feature automatically creates several ad versions aimed at different customer segments. For instance, a brand selling headphones might see one version emphasising sound quality for music enthusiasts, another focused on design for fashion-oriented buyers, and a third highlighting comfort for travellers.

These updates are designed to make creative production more efficient and adaptable across audiences and formats.

Smarter Shopping And Personalisation

Meta is testing several AI-driven features aimed at improving the user experience. One test involves virtual try-on technology that allows shoppers to upload a photo and preview how clothing items would appear on them. Another pilot uses generative AI to build personalised landing pages that surface product details and recommendations aligned with each user’s preferences and browsing behaviour.

Meta is also expanding AI sticker CTAs to Facebook and Instagram Stories and Reels. These interactive visual overlays are designed to make ads more engaging within mobile-first environments.

Creator Collaboration Tools Evolve

Meta continues to build out its creator collaboration ecosystem. Businesses now have access to a creator discovery API for Facebook and extended use of the Instagram Creator Marketplace API. These tools enable advertisers and agencies to search for creators by audience demographics, engagement levels or topic focus, making it easier to identify suitable partners.

Meta is also testing AI-recommended Collabs within the Partnership Ads Hub. This feature analyses creator performance data to suggest potential collaborations that can be converted into ads. According to Meta, campaigns combining partnership ads with standard activity deliver 19% lower cost per acquisition and 13% higher click-through rates.

Additionally, both creators and brands can now add product links to Instagram Reels, expanding shoppable content opportunities across Meta’s platforms.

The Bigger Picture

Meta’s latest updates reflect an ongoing shift toward AI-driven marketing, where automation supports both creative execution and customer interaction. For advertisers, the new tools could streamline campaign management, improve personalisation and provide more consistent creative output across channels.

At the same time, the deeper integration of AI raises broader questions about data use, measurement and platform dependency. Meta’s Business AI and related features give the company increased visibility into user behaviour and purchase intent, which could enhance targeting accuracy while concentrating more marketing data within its ecosystem.

For marketing teams, the priority will be to test these tools carefully and evaluate where automation adds value. Used effectively, AI-assisted creative and conversational tools may help brands improve efficiency and engagement. The key will be maintaining control over strategy and insights while adapting to the increasing role AI plays in digital advertising.