Meta’s AI ad tools took another big step at Advertising Week New York. The company announced an upgraded AI business assistant, expanded creative tools for brands and new shopping experiences — a clear push to tie setup, creative production and purchase together through conversational AI.
Meta’s AI business assistant, which gives conversational guidance on ad creation, is getting new creative insights plus more memory and context. Meta says that includes what you tried last quarter, your seasonality and the goals you have described.
Meta is testing import tools so brands can upload strategy documents and brand voice guidelines to refine outputs. The assistant is also gaining agentic capabilities: it can generate creative, update targeting and even change an ad’s budget from conversational prompts. Scheduled tasks such as recurring performance reports and alerts are in testing too.
In Advantage+ creative, generating video from existing static assets is now generally available. In Ads Creative Studio, marketers can create new video concepts and variations and edit hooks, audio, clip length, text overlays, captions and end scenes. Meta is also adding simplified video generation from catalog listings and related-product recommendations for upselling.
Meta says discovery increasingly happens through trusted creators, communities and AI — and more and more in Meta AI, Muse and Meta Business Agent. It is working with Shopify on direct checkout via Meta Business Agent in Messenger, and testing direct checkout in Meta AI with Adyen, PayPal, Shopify and Stripe.
If the assistant learns from strategy and voice documents, those documents now shape creative quality. Write down banned phrases, tone examples and key messages before you rely on generated output.
Conversational budget changes are convenient, but start with suggest-and-approve workflows. For a parallel move, see TikTok Expands Agentic AI Ad Tools and Brings Its Global Ad Network to the US — From Buy Direct to TTAN, and for the data questions around Muse, read What Personal Data Does Meta's Muse AI Collect? Wired Report Points to Hourly ‘Pages’ on Friends and Family. X also used the same event to launch a URL-to-campaign ad builder.
An AI business assistant with more memory that can change creative, targeting and budgets through chat, expanded video generation tools and direct checkout inside Messenger and Meta AI.
Yes. Generating video from existing static assets in Advantage+ creative is now generally available.
Meta is building direct checkout for Shopify products via Meta Business Agent in Messenger and testing direct checkout in Meta AI with Adyen, PayPal, Shopify and Stripe.
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