Meta is testing new AI-powered capabilities that can help advertisers create, manage and optimise ad campaigns through simple conversations. The updates were announced during Advertising Week New York 2026.

Meta said its upgraded Meta AI Business Assistant, available through Ads Manager, can help advertisers plan campaigns, create ad copy and images, adjust audience targeting and change campaign budgets. Advertisers will continue to review and approve major changes before they are applied.

According to an official announcement by Meta yesterday,the assistant is also being tested for tasks such as monitoring campaign performance, preparing regular summaries and providing alerts. It can use information such as previous campaign activity, business goals and seasonal trends to provide more personalised recommendations.

Meta is also testing an AI-powered audience discovery feature that allows advertisers to describe their ideal customers in everyday language. The system can then suggest relevant audience options within Ads Manager.

For agencies and larger advertisers, Meta is expanding its Ads MCP server to support campaign workflows through external AI tools. AI agents can prepare campaign changes and send them to Ads Manager as drafts, while advertisers retain control over final approval.

The company is also expanding its generative AI tools for advertising creatives. Advertisers can use existing creative assets to generate videos and modify elements such as hooks, audio, text, subtitles and clip length.

With these updates, Meta is moving towards a more AI-driven advertising platform where businesses can use AI to create campaigns, discover audiences, develop creatives and manage campaign performance while retaining control over final decisions.