The offerings include an expansion of Meta’s Ads Creative Studio to more advertisers, per the announcement.
“It helps them understand what is working and why, making it easier to launch new creative faster,” the announcement said.
Meta is also adding new features for its AI business assistant to help marketers plan and measure campaigns. These include new agentic AI capabilities, like the ability to “plan and create a campaign, generate creative imagery and text, update targeting, or change a budget conversationally,” according to the announcement.
In addition, the tech giant is introducing new AI-enabled audience discovery tools, such as Customer Lifecycle Strategy, per the announcement.
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“When marketers launch acquisition campaigns, they want to find new customers rather than existing ones,” the announcement said. “With this feature, marketers can specify that a campaign is for acquisition, and they’ll receive recommendations about excluding existing customers, instead of having to assemble those exclusions from scratch.”
Lastly, Meta is expanding its generative AI video tools for business. More than 60% of the time users spend on Facebook and Instagram is with video, according to the announcement.
Advertisers and agencies can now use Advantage+ to “generate video from existing static assets,” while Ads Creative Studio lets marketers create “new video concepts and variations, and edit them with new tools to change hooks, adjust audio and clip length, add text overlays and captions, or change end scenes,” the announcement said.
There are also new ways to make purchases through conversations with AI that understands what consumers are searching for. Meta is “building partnerships with retailers to offer new ways to directly complete a purchase without leaving the conversation,” according to the announcement.
The partnerships include a direct checkout experience in Meta Business Agent on Messenger offered via Shopify, as well as a “direct checkout experience with Adyen, PayPal, Shopify and Stripe” being tested this fall, and the addition of the PayPal wallet to Meta’s existing checkout options, Link by Stripe and Shop Pay, the announcement said.
Last month, Meta’s Muse, which was introduced Sept. 8, shot to the top of the App Store charts within days after launching, PYMNTS reported.
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