Meta has introduced a new batch of Meta AI ad tools at Advertising Week in New York, aiming to make campaign creation faster and to let shoppers buy products directly inside AI conversations. The announcements cover its business assistant, creative software and commerce features.
Business Assistant Gets More Memory and Autonomy
Meta is upgrading its AI-powered business assistant with creative insights and a longer memory, so recommendations can draw on past campaigns, seasonal patterns and stated goals. The company is also testing an import feature that lets brands upload strategy documents and voice guidelines. The assistant is gaining agentic abilities as well, allowing it to generate creative, update targeting and adjust budgets through simple conversational prompts. Meta is also trialling scheduled tasks such as recurring performance reports and alerts.
Meta is widening access to Ads Creative Studio, which launched earlier this year for selected partners and uses performance data to show advertisers what is working. Customer Lifecycle Strategy is now open to all advertisers, helping marketers define the audience for each campaign. Meta has also expanded its Ads MCP server so advertisers can manage campaigns through third-party AI tools. On video, Advantage+ creative can now turn static assets into video, while Ads Creative Studio adds editing options for hooks, audio, captions and end scenes.
Shopping Without Leaving the Conversation
Meta says people increasingly discover and compare products inside Meta AI, Muse and Meta Business Agent. To capture that behavior, it is working with Shopify on direct checkout through Meta Business Agent on Messenger. It is also testing similar checkout in Meta AI with Adyen, PayPal, Shopify and Stripe.
If the tests succeed, the changes could channel far more commerce through AI chats, raising the stakes for brands as Muse gains users.