Meta is pushing further toward AI-run advertising. At Advertising Week New York on October 6, the company announced a set of new and expanded AI ad tools that cover everything from creative production to checkout.
What Meta announced
Video generation for everyone
The video generation feature in Advantage+ Creative, which turns static images into video ads, is now available to all advertisers. Meta says video now accounts for 60% of the time people spend on Facebook and Instagram, so the feature targets the format that matters most.
Ads Creative Studio opens up
Meta also widened access to Ads Creative Studio, which was limited to partners earlier in 2026. The tool generates video concepts and gives marketers controls for:
- Opening hooks and closing scenes.
- Audio, length, on-screen text and captions.
- Videos built automatically from product catalogue listings.
A smarter business AI assistant
Meta’s business AI assistant now has better memory. It can draw on past campaign results, seasonal patterns and earlier goals. Advertisers can upload brand voice guidelines and strategy documents so recommendations match their brand. Scheduled reports and alerts are in testing.
Lifecycle targeting
A customer lifecycle strategy tool, now open to all advertisers, lets marketers choose audiences for each campaign with AI recommendations for reaching people at different stages, from new prospects to loyal customers.
Commerce inside chats
Meta is also moving closer to the sale itself:
- Business Agent on Messenger supports in-chat purchases through a Shopify partnership.
- Direct checkout in Meta AI is being tested with Adyen, PayPal, Shopify and Stripe.
Tools for agencies and developers
Meta’s Ads MCP server now supports third-party AI tools. Agencies can manage Meta campaigns from their own AI assistants through the Model Context Protocol.
What it means for marketers
Meta has said it wants businesses to be able to set a goal and a budget and let AI handle the rest. These updates move it closer to that goal.
- Small businesses gain access to video ads without hiring production teams.
- Large brands will need strong brand controls to keep AI-generated creative consistent.
- Agencies may shift from building ads to supervising AI systems and setting strategy.
The risk is sameness. If every advertiser uses the same tools, creative quality and distinctive brand storytelling become even more important.
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