Meta Unveils New AI Tools for Advertisers at Advertising Week
On October 8, Meta presented an updated AI business assistant, expanded Ads Creative Studio, and announced direct purchases through AI dialogue with the participation of Shopify, PayPal, and Stripe at Advertising Week in New York.
On October 8, Meta announced a series of advertising platform updates at Advertising Week in New York. The company is expanding the capabilities of its AI business assistant, opening access to Ads Creative Studio, and testing direct purchases through AI dialogue in partnership with Shopify, PayPal, and Stripe.
What's changing in the business assistant?
Meta has enhanced its own AI assistant for advertisers. The tool now takes into account the context of past campaigns and has gained extended memory.
"The assistant will take into account what you tried last quarter, seasonality, and the goals you've set," the company explained.
Meta is testing the import of strategy and brand voice guidelines for more accurate recommendations. The assistant is also getting expanded agentic capabilities:
- generating ad elements;
- adjusting targeting;
- changing campaign budgets via text commands.
Additionally, scheduled tasks are being introduced — regular reports and alerts about potential issues with performance metrics.
What tools will advertisers get?
Ads Creative Studio, launched earlier this year for select partners, is becoming available to a larger number of brands. The service analyzes campaign performance and audience data and offers AI-based recommendations.
Meta has expanded the Meta Ads MCP server for integration with third-party AI tools. Advertisers will be able to create and manage campaigns through external platforms. Customer Lifecycle Strategy, previously available to a limited group, is now open to all advertisers. The tool defines audiences for upper-level goals.
How does the new video generation work?
In Advantage+ Creative, advertisers and agencies get video generation from existing static creatives. The feature has become generally available.
"In Ads Creative Studio, marketers can create new video concepts and variations, edit them: change hooks, audio, clip length, add text overlays and subtitles, or change final scenes," Meta noted.
Added features include simplified video generation from catalog cards and recommendations for complementary products for upselling.
Where will direct checkout launch?
Meta is developing direct purchases through AI conversations. The company is partnering with Shopify to launch checkout via Meta Business Agent in Messenger. Users will be able to buy Shopify products without leaving the chat.
"People discover brands and products through content creators, communities, and AI that understands their requests. This increasingly happens in Meta AI, Muse, and Meta Business Agent, where people ask, compare, and make purchase decisions," the company said. "We are building partnerships with retailers to create new ways to complete a purchase right in the conversation."
In parallel, Meta is testing a similar direct checkout in Meta AI together with Adyen, PayPal, Shopify, and Stripe. Against the backdrop of the growing audience of the Muse app — 5 million downloads and 3 million weekly users — this gives advertisers a direct path to e-commerce through conversational interfaces.
Original: techtarget.com
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