Meta has introduced new AI capabilities and campaign tools at Advertising Week New York 2026, designed to help advertisers and agencies find new customers, launch creative faster and drive purchases within conversations.

Key announcements

• Ads Creative Studio - The creative workspace introduced this summer is rolling out to more advertisers, helping them understand what is working and why so they can launch new creative faster.
• Meta AI business assistant - The assistant inside Ads Manager now brings in creative insights from Ads Creative Studio and has a deeper memory of each business, including past activity, seasonality and goals. Meta is also testing new agentic capabilities that let marketers plan and create campaigns, generate creative, update targeting or change budgets conversationally, along with scheduled tasks and alerts. Advertisers who adopt its recommendations are typically seeing 5% more conversions at the same cost per conversion.
• Meta ads MCP Server - For large advertisers and agencies, the server now supports more campaign workflows inside the AI tools they already use, with every action gated behind advertiser-set permissions and explicit approval. Partners including AdManage.ai, Birch, Blip, Databricks, Innovid, Kochava, Perplexity, Reportei, Snowflake and Triple Whale have integrated it into their own products.
• AI-enabled audience discovery - Marketers will be able to describe their ideal customer in plain language, with Ads Manager surfacing the most relevant audiences in seconds. This will be available in Detailed Targeting by the end of the year.
• Customer Lifecycle Strategy - Now available to all advertisers, the feature lets marketers specify that a campaign is for acquisition and receive recommendations on excluding existing customers.
• Generative AI video - With more than 60% of time on Facebook and Instagram spent with video, Meta is expanding its tools. Advertisers can now generate video from existing static assets in Advantage+ creative, generate and edit video concepts in Ads Creative Studio, and, for eligible catalogue advertisers in beta, turn product images into product video at scale.
• Purchases within conversations - Meta is testing a direct checkout experience with Shopify in Meta Business Agent on Messenger, and will begin testing direct checkout with Adyen, PayPal, Shopify and Stripe in Meta AI this autumn. PayPal wallet is also being added to Muse, alongside Link by Stripe and Shop Pay.

Whitney Mortimer, VP, Executive Creative Director at Tinuiti, said: “Ads Creative Studio from Meta is a strong foundation for creative optimisation. Being able to quickly spot top-performing creative by campaign objective gives us a clearer picture of what is actually working, turning performance insights into actionable ideas for new concepts.”

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