Meta unveiled new AI products – including a “Business AI” concierge, generative video, and creative tools – designed to help advertisers scale faster and more efficiently.
Driving the news. The centerpiece is Business AI, an always-on sales agent that guides customers from discovery to purchase across Meta ads, messaging apps, and websites. It learns from posts and campaigns to deliver personalized responses. No coding or setup is required.
Meta also introduced new generative AI tools for video that help advertisers create more immersive content, including AI-generated music, multilingual dubbing, and HDR video.
Shoppers may soon be able to upload a photo to see how clothing from an ad looks on them, part of Meta’s push to inspire purchase confidence.
And for marketers leaning into creator partnerships, Meta expanded its APIs to make finding, vetting, and scaling creator content easier. Businesses will be able to turn organic creator posts into optimized partnership ads with fewer steps.
Finally, Meta previewed the Meta AI business assistant, a 24/7 chat tool inside Ads Manager and Business Support that helps advertisers optimize campaigns and resolve account issues in real time.
Why we care. Meta is making advanced AI easier and cheaper to use, rolling out tools like Business AI and generative video to help brands personalize campaigns, build immersive experiences, and work more smoothly with creators. The goal is quicker, lower-cost conversions in a crowded market – but how well it works will come down to the test results.
What’s next. Business AI is already available to eligible U.S. businesses, with global expansion coming in 2026. Generative AI features are rolling out across Advantage+ creative tools. Meta’s business assistant will expand beyond small-business testing next year, the company said.
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Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.
