Meta doubles down on creative automation in latest AI push

Meta is doubling down on its generative AI ambitions for advertisers and agencies, introducing a new suite of features aimed at improving campaign performance and enhancing brand creativity.

The latest updates come under its 'Advantage+' and 'Business AI' umbrellas, and are designed to streamline branding, boost video capabilities, and drive customer interactions across platforms including Facebook, Instagram, Messenger and WhatsApp.

Meta is expanding its 'Advantage+ ad' creative tools to help marketers build consistent, personalised content at scale. The update allows brands to embed logos, colour palettes, fonts, and even tone of voice into generated creatives, pulling assets from past campaigns, product catalogs, or platforms such as Shopify.

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These updates are designed to ensure brand consistency while allowing creative variation for different audiences and placements.

The platform is also rolling out 'Video generation 2.0', which lets advertisers transform static images into dynamic, multi-scene videos using AI-generated animations, overlays, and music.

Another feature currently in testing, 'Video highlights', uses AI to extract key phrases and thumbnails to summarise long-form videos, giving users a quick snapshot of the content, and presumably, the value proposition.

'Business AI' is also getting a stronger presence across ad placements. Meta is testing new integrations that let users interact directly with brands, including voice-enabled conversations, without leaving the ad.

On Facebook, a 'Tap to talk' button will allow users to speak to AI-powered agents inside the in-app browser, offering product details or recommendations in real time, similar to an in-store sales associate. AI-generated prompts and quick replies are also being tested across Instagram and Facebook Reels, as well as Stories, to make it easier for users to ask questions about products or policies.

To push further on personalisation, Meta is expanding trials of its virtual try-on feature, which uses generative AI to display clothing on models of varying shapes and sizes. The tool aims to improve purchase confidence by offering a more realistic preview of fit and appearance.

Advertisers will also be able to create call-to-action buttons, stylised graphics such as ‘shop now’ or product slogans, starting on Facebook Stories and Reels, with Instagram testing to follow later this year.

While Meta has not confirmed a regional rollout timeline, the company cited internal figures showing that 'Advantage+' sales campaigns can improve return on ad spend by 22%, with backend tools such as its GEM model delivering up to a 5% lift in ad conversions.

"As we continue to push the boundaries of what's possible with generative AI, we're excited to see how these new tools and features will help advertisers and agencies unlock their full creative potential and drive meaningful connections with their audiences," said Meta in a statement.

Commenting on the tools, Gillian Collison, executive director, global head of social at WPP Media said, "As a long-standing partner in the development of generative AI tools, WPP Media has been instrumental in shaping and testing these solutions within Meta's ad platform."

"We're excited about the potential of these tools to enhance creative efficiency and performance at scale, particularly as they evolve with enterprise advertisers in mind, maintaining brand safety and integrity while driving innovation and results for our clients," added Collison.

In tandem, Clive Record, president of global solutions at Dentsu said, "With Meta's 'Advantage+ AI' tools we've been able to unlock new levels of creative efficiency, allowing us to focus on higher-level strategic work for our clients such as developing innovative campaign concepts and crafting compelling brand narratives." 

The new capabilities follow Meta’s recent push to give marketers more control in an increasingly AI-driven ad ecosystem. Earlier this month, it introduced expanded ad tools aimed at optimising campaigns for tangible business outcomes, including profit growth, customer retention, and acquisition of high-value users, beyond just driving impressions.

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