Meta Platforms is set to fully automate ad creation and targeting using generative AI by the end of 2026, according to a report by The Wall Street Journal.
This initiative aligns with CEO Mark Zuckerberg’s long-term strategy, reinforcing Meta’s advertising business, which continues to be its primary revenue source.
The upcoming AI tools are expected to especially benefit small- and medium-sized businesses (SMBs), a major segment of Meta’s advertiser base. These businesses often lack the resources for large-scale ad development, and automation could help level the playing field.
However, the move has prompted concern among larger retailers wary of surrendering too much creative control. Some fear that AI-generated ads might lack the polish and brand-specific aesthetic of human-designed campaigns. AI-generated visuals, for instance, can sometimes appear distorted and may require post-production refinement.
Unlike current features that simply tweak existing ads, the next generation of Meta’s AI tools aims to build entire campaigns from the ground up. Advertisers would input a product image and a target budget, and the system would generate complete ads—visuals, videos, and text—while also suggesting optimal audience targeting and budget distribution across Facebook and Instagram.
Meta also plans to roll out real-time personalization features, delivering different ad versions based on factors like user location.
This push comes amid rising competition in the AI content creation space. Google has introduced its own tools, such as Veo for video generation, while many brands already rely on third-party platforms like Midjourney and OpenAI’s DALL·E for crafting digital ads. Meta is reportedly exploring integrations with such tools to enhance its ecosystem.
The initiative follows a recent internal restructuring of Meta’s AI division, which now operates in two separate units—one focused on product development, and the other on foundational AI research. This shift aims to streamline efforts and improve clarity in roles, especially as the company competes to retain top AI talent, having recently lost several key researchers to French startup Mistral.
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News Source: Pymnts.com
