Meta has introduced a broad range of AI-driven updates aimed at improving creative production, personalisation, and performance across its platforms. Announced during Advertising Week 2025 and at Meta’s Brand Building Summit, the new tools and experiences promise to make advertising more efficient and immersive, while helping businesses of all sizes use AI with fewer barriers to entry.

Business AI: A Personalised Sales Concierge

At the centre of Meta’s announcement is Business AI, an always-on, conversational sales agent that helps guide customers from discovery through to purchase across Meta ads, messaging apps, and business websites. Designed as a turnkey solution, Business AI requires no coding or complex setup. Instead, it learns from a brand’s existing content, ads, and campaigns to deliver more personalised responses to customer enquiries.

Businesses can deploy the tool across Facebook, Instagram, Messenger, WhatsApp, and even their own websites. For smaller advertisers, Business AI offers a practical way to provide real-time product recommendations and support without additional staffing costs. Meta reports that eligible U.S. businesses can start using the tool now, with global rollout expected in 2026.

Meta positions Business AI as an affordable, accessible alternative to traditional chatbot systems, many of which are resource-intensive to build and maintain. The company expects the feature to improve customer satisfaction and conversion rates by keeping interactions seamless across touchpoints.

New Generative AI Tools for Video and Creative

Meta is also expanding its Advantage+ creative suite with several generative AI features for video and image production. The updates are designed to help advertisers produce high-quality, personalised content more efficiently, while catering to diverse audiences and regions.

Key additions include:

• AI-generated music, which automatically composes soundtracks aligned with an ad’s tone, product type, and visual style.

• AI dubbing, enabling automatic translation and lip-syncing to reach multilingual audiences.

• HDR video enhancement, which improves colour contrast and vibrancy for a more engaging visual experience.

Advertisers can now create multiple versions of an ad using persona-based image generation. For example, the system might create one variant that emphasises product design for style-focused consumers and another that highlights functionality for practical buyers. These features, integrated into Meta’s Advantage+ creative tools, are already being used by nearly two million advertisers worldwide.

Meta is also exploring AI-guided shopping experiences, including the ability for users to upload a photo to see how clothing from an ad would look on them. The company says these features are designed to increase purchase confidence and reduce friction in the buying process.

Making Creator Partnerships Easier to Scale

Alongside its creative updates, Meta has expanded its creator partnership tools to help brands and agencies find, vet, and collaborate with creators more efficiently.

The Facebook Creator Discovery API now allows businesses to search for creators using keywords and access insights such as audience demographics and engagement rates. Access to the Instagram Creator Marketplace API has also been extended to all advertisers, agencies, and third-party developers in supported markets.

Within the Partnership Ads Hub, Meta is introducing AI-powered recommendations that help marketers identify high-performing organic creator content that can be converted into paid partnership ads. Meta reports that adding partnership ads to existing campaigns can deliver a 19% reduction in cost per acquisition and a 13% lift in click-through rates.

New tools also make it easier for creators to monetise brand collaborations. Tests are underway that allow creators to add product links to Instagram Reels or join brand affiliate programmes directly through Meta’s platforms.

These updates reflect Meta’s continued investment in the creator economy, where authentic, community-driven content increasingly drives engagement and purchase intent.

Introducing Meta AI Business Assistant

To complement its new creative and commerce tools, Meta has launched the Meta AI business assistant, a 24/7 support feature embedded within Ads Manager and Business Support Home.

The assistant helps advertisers optimise campaigns, resolve account issues, and access performance recommendations based on trusted Meta data sources such as Opportunity Score. Advertisers can use the chat tool to manage tasks such as resetting daily spend limits, diagnosing performance fluctuations, and applying AI-driven recommendations.

Meta plans to expand the assistant’s functionality over time, allowing it to support more stages of the campaign lifecycle, from setup to optimisation and troubleshooting. The feature is currently available to select small businesses, with broader access expected through 2026.

AI for Smarter, Faster Advertising

The combination of Business AI, creative generation tools, and the Meta AI business assistant illustrates Meta’s broader vision for AI-enabled advertising. The company aims to simplify the adoption of generative and conversational AI while delivering more measurable business outcomes.

For marketers, the updates promise a more connected and efficient workflow. Creative production can become faster and more tailored to audience preferences, while campaign management benefits from automated optimisation and proactive guidance.

At the same time, these tools are designed to make advertising on Meta’s platforms more accessible to smaller businesses that may not have large creative or data science teams. By lowering technical barriers, Meta is positioning itself as both a creative and operational partner for businesses navigating the increasingly complex digital ecosystem.

Marketing Impact of Meta’s AI Expansion

Meta’s new AI features mark more than a product update; they reflect a shift in how marketing functions will operate in an increasingly automated, data-informed environment. For senior marketers, the implications extend across creative strategy, media planning, and operational efficiency.

1. Automation Becomes a Creative Partner
AI is moving beyond optimisation and starting to shape how ideas are executed. Business AI, generative creative tools, and automated support systems illustrate how routine tasks can now be handled by intelligent systems, leaving marketing teams to focus more on strategic thinking and storytelling. The challenge will be to maintain brand authenticity while scaling automation.

2. Personalisation at Greater Scale
With persona-based image generation, multilingual dubbing, and adaptive video creation, Meta’s updates make it possible to deliver tailored content to different audience segments with minimal manual input. Marketers who develop flexible creative templates and invest in continuous testing will be best placed to benefit from this new level of precision.

3. Creator Partnerships Become More Data-Led
The expansion of Meta’s creator APIs and AI recommendations means that collaboration decisions can increasingly be guided by measurable factors such as audience alignment and engagement metrics. This data-led approach reduces reliance on intuition and enables more predictable performance outcomes from influencer activity.

4. AI Support Moves Into Daily Operations
The Meta AI business assistant signals a broader shift towards embedded, real-time optimisation. Campaign managers will be able to troubleshoot, test, and refine performance directly within the platform, supported by AI-driven insights. This integration will likely make campaign management faster and more efficient, particularly for smaller teams.

Collectively, these developments suggest a future where marketing is not only powered by AI but also structured around it. As automation becomes integral to both creative and operational processes, leadership teams will need to ensure governance, creativity, and human judgment remain central to brand strategy.