Meta's ads assistant gains agentic powers to build and adjust campaigns.
At Advertising Week New York, Meta said its business AI assistant is starting to test creating creative, changing targeting and shifting budgets from chat prompts. Video generation from static images is now generally available in Advantage+ creative, and its Ads MCP server has been expanded.
Why it matters
Campaign setup and optimisation on Meta are moving toward conversational, approval-based automation.
Related trends.
AIUAE shoppers want AI to find deals, not to check out
YouGov says 59% of UAE adults plan to shop Dubai Shopping Festival 2026. Three in four likely shoppers will use AI, mostly for prices and reviews, but only about one in five would let it fill baskets or pay.
Why it mattersAI shopping assistants win research moments first; trust for agent checkout still has to be earned.
AIOpenAI seeks an agency lead to make ChatGPT ads a regular buy
OpenAI is recruiting an Agency Partner in New York to build joint business plans with holding companies and independents. It wants ChatGPT ads to move past pilots; the company said in August they had hit a $1B annualised run rate.
Why it mattersExpect agency deals and spend commitments for ChatGPT ads, the way search and social are bought today.
PlatformsMeta sells reserved, TV-style ad windows with Super Burst
Advertisers can now book a 3–24 hour block on a single day across Facebook and Instagram, with price and reach fixed upfront and delivery guaranteed within 5% of forecast. Meta is also testing a paid first slot in the feed.
Why it mattersGives brand teams a launch-day buy that behaves like TV, inside Meta's auction world.
