Meta Is Giving AI More Control Over Advertising

In an update published on October 6, Meta announced an expansion of Ads Creative Studio along with new capabilities in Meta AI Business Assistant.

These tools are designed to help marketers plan, create, and optimize campaigns, while some of the capabilities are still being tested. Meta is also exploring ways for AI to assist with audience discovery and the creation of video advertising materials.

This represents an important shift in how advertising platforms are being built.

AI is no longer being used only to write ad copy or generate an image.

It is increasingly moving into parts of the advertising process that traditionally required significant manual work from marketers.

But this does not mean strategy is becoming less important.

Quite the opposite.

As platforms automate more of the technical side of campaign management, strategy, positioning, offers, creativity, and understanding the audience become even more important.

A business can have access to the most advanced AI tools available, but if it does not understand who it is speaking to or why someone should choose its offer, automation cannot solve the underlying problem.

For marketers, the new era does not appear to be:

AI vs. Marketers.

It is:

Marketers + AI vs. the old way of working.