Cannes Lions 2026: Meta Rolls Out New AI Features for Marketers and Agencies

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The updates cover three main areas: AI-powered creative development, creator partnership management, and customer-facing business AI experiences.

Meta said the new tools are designed to make AI-assisted advertising more accessible across marketing teams, rather than limiting it to technically specialized users.

AI enters the creative workflow

Meta is introducing an end-to-end creative solution that combines creative generation, performance insights and optimization tools in one environment.

The platform will allow marketers to analyze which ads are performing, generate new creative variations based on those learnings, and test new directions within the same workflow. The company said the tool is being tested with selected partners before a wider rollout.

A new “brand memory” capability will allow the system to learn a brand’s identity, tone and existing creative patterns from previous advertising. Marketers will also be able to refine these inputs to maintain consistency while scaling production.

The company is also focusing on agency adoption. Meta said it is working with WPP to integrate these capabilities into WPP Open, allowing agencies to use AI tools within existing workflows rather than through separate platforms.

Alongside AI creative tools, Meta is consolidating its creator marketing capabilities into a single destination called the Meta Creator Marketing Hub.

The new hub will bring together Creator Marketplace and Partnership Ads Hub, allowing brands to discover creators, identify relevant content and activate it as paid advertising from one place.

Meta is also expanding Creator Marketplace beyond Instagram creators by adding Facebook creators, enabling businesses to search for partners across both platforms.

The company is further expanding creator content discovery by surfacing product-tagged content and user-generated posts that brands can potentially turn into partnership ads.

New performance insights will also allow advertisers to evaluate how creator-led campaigns perform directly within the creator marketing workflow.

Business AI aims to connect brands with customers

Meta’s AI expansion also extends to customer interactions through the Meta Business Agent Platform, which enables companies to build and deploy AI-powered agents connected to their existing systems.

The company said these agents are designed to support customer conversations, provide recommendations and assist with commerce interactions across Meta’s messaging platforms.

Meta cited early adoption among businesses, including Trendyol Group, where AI-powered shopping conversations have been integrated into customer journeys.

The broader AI shift in advertising

Meta said AI has already influenced areas such as ad ranking, delivery and performance modeling, and is now becoming increasingly involved in creative development itself.

The company referenced a study analyzing more than one million advertising campaigns, which found that advertisers generated an average of $4.13 in revenue for every dollar spent on Meta platforms, a figure Meta said represents a 25% increase compared with 2022.

With these announcements, Meta is positioning AI not simply as a production shortcut, but as a broader layer connecting strategy, creative development, media performance, creator content and customer engagement.

Meta’s latest AI push signals a shift from AI as a creative assistant to AI as an integrated part of the entire advertising ecosystem — a transition that agencies and brands will need to adapt to sooner rather than later.