Meta scales practical AI ad tools, unifies creator ecosystem and expands business agents

Meta has rolled out a series of updates to its advertising and marketing tools, focusing on making AI-driven creative production, campaign management and creator partnerships more integrated and accessible.A key announcement is an end-to-end creative solution that enables marketers to create, test and optimise ads in one workflow. The system uses performance data to suggest improvements and generate new ad variations, reducing reliance on manual inputs. It also introduces “brand memory”, which learns a brand’s tone and identity from existing campaigns to maintain consistency while scaling creative output.Meta is also testing a shared workspace where creative and media teams can collaborate more closely, using real-time campaign insights to inform new content. The company said the feature is currently in testing, with broader rollout expected in the coming months.To better align with agency workflows, Meta is integrating these tools with partners such as WPP, allowing agencies to use them within their existing systems rather than adopting separate platforms.Enhancements to Ads Manager include expanded AI text generation, which now covers text embedded within creative assets, not just captions. The platform is also adding multi-language translation and video voiceover capabilities, along with a built-in approval workflow designed to streamline feedback and sign-offs.On the creator front, Meta is consolidating its offerings into a single “Creator Marketing Hub”, combining its Creator Marketplace and Partnership Ads Hub. The aim is to simplify how brands discover creators, source content and convert it into paid campaigns.The company is also expanding the marketplace to include Facebook creators, in addition to Instagram, while introducing new ways to discover content. These include surfacing user-generated and product-tagged posts, enabling filters for shoppable content, and providing pre-approved creator content that can be directly turned into ads. Performance insights for creator-driven campaigns will also be integrated within the same interface.Beyond ad creation and distribution, Meta is expanding the role of AI in customer engagement through its Business Agent platform. These AI-powered agents are designed to handle conversations across messaging apps, provide recommendations and support transactions. The company said over a million businesses are already using the system, which is positioned as a commerce and customer interaction channel rather than just a support tool.Also read: Meta pauses AI training program amid investigation into employee data exposure