Meta is broadening the use of artificial intelligence across its advertising platform, covering everything from creating campaigns to handling payments. During Advertising Week New York, the company unveiled several AI-focused updates, including new features in the Ads Manager assistant. This tool helps advertisers with campaign planning, measurement, and strategy. According to Meta, advertisers who follow the assistant’s recommendations typically see "5% more conversions" at the same cost per conversion. Two of the updates are now available: the assistant now integrates insights from Ads Creative Studio, which allows the analysis of high-performing visuals to guide campaign strategy. It also has a more extended memory of the company, retaining past quarter tests, seasonal activity, and objectives set by the advertiser. Additional features, such as importing strategy, tone, and brand guidelines from existing AI tools, are in the testing phase. Meta is also experimenting with natural language controls for creating campaigns, generating images and text, modifying targeting, or adjusting budgets. These features come with previews and validations, allowing users to decide what tasks are delegated. Scheduled tasks and alerts, focused on performance tracking, weekly summaries, or budget reminders, are part of these updates. Meta Ads' MCP server is now supporting new uses from third-party AI tools, including importing visuals, previewing ads, and detailed performance tracking. Work done by an AI agent now appears as a draft in Ads Manager, where humans and AI can collaborate on the same campaign. Each action remains subject to the advertiser's permissions and explicit validation before going live. Partners such as Databricks, Perplexity, and Snowflake have integrated this server into their products. Ads Creative Studio and generative video tools are expanding. Introduced this summer, Ads Creative Studio is now being rolled out to more advertisers. This workspace combines Meta's performance data and audience understanding to show which visuals work in a campaign and why. It now generates concepts and video variations that marketers can edit, including the hook, audio, scene length, subtitles, or final scene. The company cites the importance of video, which accounts for more than 60% of time spent on Facebook and Instagram. Other tools are evolving too: In Advantage+ creative, generating videos from static visuals is now available to all. Eligible advertisers in the beta can convert images from their catalog into product videos in Ads Manager and Commerce Manager. Product recommendations, expanded this autumn, identify the featured item in an ad and suggest other products from the same collection or best sellers. A natural language targeting feature will be integrated into Ads Manager by the end of the year, allowing brands and agencies to describe their ideal customer in everyday language, rather than browsing through a list of options, and then keep the audiences that match. Customer Lifecycle Strategy is now available to all advertisers: when a campaign is declared an acquisition campaign, the tool recommends excluding existing customers without the advertiser needing to create these exclusions themselves. Meta is also testing the exclusion of an entire group of customers using a single Audience Label. Meta is experimenting with direct payments within its conversational interfaces, where users increasingly compare and choose what to buy. Three tests are underway: On Messenger, Shopify is partnering with Meta to allow the purchase of a product immediately after an exchange with a brand's Business agent. In Meta AI, tests will begin this autumn with Adyen, PayPal, Shopify, and Stripe, enabling the sale of products at the moment they appear in a conversation. In Muse, PayPal's wallet joins Link by Stripe and Shop Pay among the payment methods. No schedule has yet been set for France. Meta does not specify the countries affected by these innovations, as many remain in testing. Muse is not yet available in Europe, and no launch date has been announced for France. Following customer service and Muse, Meta is expanding its AI agents to advertising. These announcements follow a series of launches focused on AI agents. In June, Meta generalized the Business agent, which responds to customers on WhatsApp, Messenger, and Instagram. At the end of September, the group launched its personal agent in Muse for Small Business, intended for leaders of small and medium-sized enterprises. Advertising is also gaining ground with competing assistants: OpenAI has been running ads in ChatGPT since February in the United States, and its ad network opened in France at the end of August.