Dive Brief:
- Meta on Thursday (Oct. 2) unveiled several new generative artificial intelligence (AI) and creator solutions for advertisers, according to a company blog post.
- Among the additions is the launch of Business AI, an agent that helps small- and medium-sized businesses use AI more easily to drive conversions. The company also revealed new generative AI tools for video and image ads, including AI-generated music.
- Meta is also testing new ad experiences, like the ability for consumers to virtually try on clothing from an ad. Additionally, the tech giant is adding new ways to turn organic creator content into paid ads and AI-powered tools to help with creator discovery.
Dive Insight:
Meta is attempting to shore up appeal to advertisers with its latest suite of AI solutions, which are landing ahead of the busy holiday period. The tech giant continues to bet on emergent AI tech and build on existing offerings in the space, like its Advantage+ suite of automated ad products. It also has ambitions to develop “superintelligence,” or AI that surpasses human intelligence.
New additions from Meta include Business AI, a turnkey agent designed to help small- and medium-sized brands easily offer AI-powered product recommendations and sales guidance across ads on Facebook and Instagram, messaging threads and their own websites. Business AI is intended to bypass some of the hassle that could come with using an AI agent, including high costs and complicated configuration. The tool learns from a brand’s existing social posts, ad campaigns and website to offer more personalized responses to consumers. Eligible businesses in the U.S. can now set up Business AI on their websites and ads on Meta platforms.
Meta also unveiled a new AI chat experience within its Ads Manager and Business Support Home called Meta AI business assistant that is designed to help brands optimize campaigns, receive AI-driven recommendations and resolve account problems, like managing disabled accounts and daily spend limits.
The debut of the AI business assistant extends other efforts around campaign optimization, including the global rollout of Meta’s opportunity score tool, which reflects how optimized a brand’s campaign is on a scale of 0-100 and offers recommendations for improvement. Meta AI business assistant will only be available to select small businesses this year, and the company plans to broaden availability in 2026.
Meta is also expanding its Advantage+ tools with more features, including an AI-generated music feature within its video generation tool and an AI dubbing feature to help brands optimize their creative for multilingual audiences. As part of its image generation tool, Meta will introduce a persona-based image generation feature that creates several different versions of an ad, each designed to cater to a specific audience.
At the same time, Meta is attempting to make it easier for brands to team with creators on Facebook and Instagram by adding more tools for creator discovery. Among the additions is a Facebook creator discovery API, which allows brands and third-party partners to search for creators using keywords and view stats like audience demographic and average engagement rate to find the ideal fit. It is also expanding access to the Instagram Creator Marketplace API to all advertisers and third-party developers in the countries where the tool is already available.
Notably, the company is adding to the available creator content recommendation types in its Partnerships Ads Hub with AI-recommended Collabs that brands can easily turn into partnership ads. That feature will arrive this fall. Meta will now allow creators and brands to add product links to Instagram Reels and is testing a new way for creators to access a brand’s affiliate program on Facebook.
Other announcements include new AI ad experiences, including a tool currently in testing that relies on generative AI to display a personalized page revealing details about a brand and their products to consumers after they click on an ad. Meta will also begin testing the ability for consumers who upload a photo of themselves to see how clothing from an ad looks on them.
The company is expanding access to its AI sticker call-to-action (CTA) feature, which offers brands the ability to craft a more appealing CTA within their ads, to additional advertisers globally for Facebook Stories and is testing it on additional formats including Facebook Reels, Instagram Stories and Instagram Reels. The AI Sticker CTA tool was first announced at this year’s Cannes Lions festival.
Separately from its most recent announcements, Meta on Oct. 1 revealed that it will begin personalizing content and ad recommendations to consumers based on their interactions with the company’s generative AI features, a process that will go into effect Dec. 16.
