Meta’s next ad frontier: AI meets creators

Meta has unveiled a suite of generative AI and creator collaboration tools aimed at helping advertisers improve campaign performance and scale creative output across its platforms. The rollout extends Meta’s ongoing investment in AI-powered advertising infrastructure, including its Advantage+ suite, as the company seeks to consolidate its role in automated, data-driven marketing.

In June 2025, Meta announced its plans to revolutionise digital advertising by allowing brands to fully generate and target ads using AI by the end of 2026, according to The Wall Street Journal. The company aims to automate the entire ad process across Facebook and Instagram, which together reach 3.43 billion users worldwide.

Advertisers will only need to provide a product image or URL and a budget—Meta’s AI will then create complete ad campaigns, including visuals, copy, targeting, and platform selection. Real-time personalisation will deliver ad variations based on user location and behaviour. CEO Mark Zuckerberg called this “a redefinition of advertising,” positioning Meta as an AI-driven one-stop shop, especially beneficial for small and mid-sized businesses lacking in-house ad resources.

Among the most notable additions in the latest suite of Gen AI and creator collaboration tools is AI Dubbing for video ads. This is designed to help marketers adapt creative content for international or multilingual audiences.

By automatically translating and synchronising voiceovers, Meta aims to simplify localisation for global brands and agencies targeting diverse language markets. The company is also introducing persona-based image generation — a feature that tailors ad visuals to different audience segments based on behavioural insights and past performance.

Under the Advantage+ creative umbrella, Meta is expanding its generative AI capabilities for video. Advertisers can now access an AI-generated music tool that analyses ad content and produces customised soundtracks aligned with tone, sentiment and product cues. In addition, a new video high dynamic range enhancement will use AI to optimise contrast and colour for improved visual engagement.

“Nearly two million advertisers are already using Meta’s video generation tool,” the company stated, noting that the new features aim to give brands “more personalised outputs that reflect the customers they want to reach.” The additions, Meta says, reflect increasing reliance on automated creative tools as marketers prioritise efficiency, scale and data-backed personalisation.

The persona-based image generation function extends this approach by automatically generating several ad variants, each designed to appeal to a specific consumer profile. For instance, a headphone brand might receive one visual highlighting design for style-conscious consumers, another showcasing audio quality for music enthusiasts, and a third focusing on comfort for frequent travellers.

Meta is also positioning its AI-driven improvements as a way to bridge creative and performance marketing. The integration of generative models into Advantage+ creative tools suggests a broader move toward what the company describes as “AI-guided experiences” that not only enhance engagement but also drive measurable conversions.

Parallel to these creative tools, Meta is enhancing the ways in which brands collaborate with creators across Facebook and Instagram. The company has introduced a new Facebook Creator Discovery API to simplify how advertisers and agencies identify and connect with creators. Through keyword searches and access to audience demographics and engagement metrics, brands can now find partners that align more closely with their campaign objectives.

Meta is also expanding access to the Instagram Creator Marketplace API to agencies, advertisers and third-party developers in markets where the platform is already live. Verified businesses on Instagram will be able to use the Creator Marketplace via Meta Business Suite, giving them broader access to potential collaborators and streamlining the influencer discovery process.

According to Meta, campaigns that integrate partnership ads alongside traditional placements have shown “a 19% reduction in cost per acquisition and a 13% higher click-through rate.” The company attributes this improvement to a more seamless blend of authentic creator content and performance-driven ad delivery.

To further this approach, Meta plans to expand the Partnership Ads Hub — the central platform for managing collaborations — by introducing AI-recommended Collabs. This feature will identify high-performing organic creator posts and suggest them as candidates for paid amplification, allowing marketers to “turn organic content into AI-optimised ads” with minimal manual intervention. The company said this has been “one of the most requested features from brands,” particularly those seeking to scale creator-led campaigns efficiently.

Meta is also exploring ways to make creator collaborations more commercially viable. The company is testing new tools that allow creators to join brand affiliate programmes directly through Facebook and add product links to Instagram Reels, effectively turning short-form video into a shoppable experience.

These developments come amid growing competition among platforms to attract advertiser budgets through creative automation and influencer integration. By combining AI-driven creative personalisation with enhanced creator monetisation options, Meta is positioning its ecosystem as a one-stop solution for brands seeking both reach and authenticity.

Meta’s broader AI strategy continues to reflect the tension between automation and creative control — an issue many marketers are still navigating. While the company’s tools promise efficiency and personalisation at scale, questions remain about how much of a campaign’s distinctiveness can survive algorithmic optimisation.

Nonetheless, Meta’s recent updates underline the company’s intent to stay ahead of shifting digital advertising dynamics. As privacy norms evolve and audience targeting becomes more constrained, AI-enabled creative and creator collaborations could become central to how brands sustain engagement.

Whether these tools deliver measurable creative uplift or simply faster production cycles will depend on adoption and execution. But Meta’s push to blend automation with collaboration signals the direction in which much of the industry is heading — toward a more data-defined, AI-assisted future of advertising.