Meta’s AI takes over the ad account — creative is the control you’re left with
Meta showed off a batch of new AI tools at Advertising Week in New York. Its AI assistant for advertisers can now change budget and audience straight from the chat. It also remembers things like seasonal variation and last quarter’s tests. Meta says advertisers using the assistant get 5% more conversions at the same cost per conversion. Meta has also removed manual placements for campaigns with engagement, leads, app installs and sales objectives. What’s left to steer is the creative. When the AI handles budget, audience and placements, the material is what decides the outcome. For marketers, that means the time and the effort need to go into the ideas.
