Meta used Cannes Lions to roll out a suite of AI advertising tools, led by an end-to-end creative solution that generates brand-aware ads from a company’s existing creative, learns its identity and tone through “brand memory,” and integrates with agency workflows starting with WPP Open. The company is also merging its Creator Marketplace and Partnership Ads Hub into a single Meta Creator Marketing Hub, bringing Facebook creators alongside Instagram for the first time and letting advertisers filter creator content by product tags to turn it into shoppable ads. New generative features in Ads Manager add text inside image creative, more language translations, and a creative-approval workflow, while the Meta Business Agent turns customer messages in WhatsApp and Messenger into shopping conversations. Meta cited an analysis of over a million campaigns showing $4.13 in revenue per ad dollar, up 25% since 2022.
