Meta has introduced a powerful suite of next-generation generative AI tools designed to transform the way advertisers and agencies approach campaign creation, branding, and audience engagement. 

The announcement was made at the prestigious Cannes Lions International Festival of Creativity, underscoring Meta’s strategic push to shape the future of digital advertising through artificial intelligence.

Tthe company’s upgraded generative AI features aim to simplify creative workflows while ensuring brand consistency across platforms. Among the standout innovations is the advanced Video Generation tool, which enables marketers to turn multiple static images into rich, multi-scene video ads complete with text overlays and background music. Still in testing, the feature is intended to help brands produce highly engaging content at scale with minimal effort.

Meta is also experimenting with a “Video Highlights” feature, powered by AI, that allows viewers to skip directly to the most relevant parts of a video ad. The tool extracts key phrases and visual snapshots to better communicate a brand’s message and value proposition quickly and effectively.

Another major development focuses on Branding Consistency at Scale through updated Advantage+ capabilities. These enhancements allow advertisers to incorporate brand-specific elements — such as logos, colors, fonts, tones, and imagery — into every creative output. Brands can also draw from their websites, previous ad campaigns, or e-commerce product catalogs to automate and personalize ad creation, ensuring a consistent brand voice across Meta’s platforms.

In a further push to personalize the ad experience, Meta is testing custom stickers for call-to-action (CTA) buttons in Facebook Stories and Reels. These stickers can include branded slogans, product graphics, or messages like “Shop” or “Learn More”, with plans to expand to Instagram Stories later this year.

Additionally, Meta is expanding its Virtual Try-On feature, which uses generative AI to showcase apparel on digital models of different shapes and sizes, helping users visualize how clothing might look in real life. This tool is designed to boost customer confidence and increase purchase intent through personalization.

Meta says these features are already showing strong results. Its AI-powered Advantage+ sales campaigns have reportedly increased return on ad spend by 22 percent, while its Generative Ads Recommendation Model (GEM) has led to up to a 5 percent boost in conversions.

In India, early adopters have seen significant performance improvements. Avimee Herbal reported a 62 percent reduction in cost per sale and a 1.8x improvement in conversions after using Meta’s generative AI background image tools. Meanwhile, Big Basket saw a 2.7 percent increase in click-through rate and a 3.4 percent drop in cost per install when using GenAI-powered catalog ads over traditional formats.

With these tools, Meta is reinforcing its commitment to helping advertisers unlock new creative possibilities while delivering greater value. As AI continues to reshape the advertising landscape, Meta’s innovations are positioning it at the forefront of a new era of brand storytelling and digital commerce.