Meta’s AI ad machine powers 33% revenue surge as new campaign connectors roll out

Meta delivered US$56.3 billion in revenue for the March quarter, up 33% year-on-year, as the social media giant continued to use AI to strengthen its advertising business.

Family of Apps advertising revenue reached US$55 billion, also rising 33%, underpinned by a 19% increase in ad impressions and a 12% lift in average ad pricing.

The results reinforce how aggressively Meta is embedding AI into its commercial engine, not just to improve ad performance, but to deepen its role in how campaigns are created, managed and optimised.

SEE MORE: Meta to rival Google ad revenue

From this week, Meta is accelerating that strategy with the open beta launch of Meta ads AI connectors, a new tool designed to allow businesses of all sizes to create, manage and analyse campaigns directly through the AI tools they already use.

The system removes the need for developer credentials, API integrations or coding, effectively lowering the barrier for advertisers to integrate AI directly into campaign workflows. It also signals the next major shift toward automated, AI-led advertising infrastructure.

“With the upcoming open beta of Meta ads AI connectors, ANZ advertisers will be able to connect their Meta account directly to any AI agent for campaign analysis and optimisation,” Will Easton, managing director of Meta Australia and New Zealand, said.

“AI is transforming what's possible, and we're committed to ensuring businesses of all sizes across ANZ have the tools to make the most of this opportunity.”

The news comes as Meta chief Mark Zuckerberg has been making a costly bet on AI, pumping billions of dollars into infrastructure and talent, which this quarter included Muse Spark, its latest AI model, and Meta AI for Business.

Last week, Meta said it would shed 10% of its staff, around 8,000 jobs, in an effort to offset its AI investment.