Meta Enhances Advantage+ with New Generative AI Tools for Advertisers

At Cannes 2025, Meta unveiled enhancements to its Advantage+ advertising platform, incorporating generative AI tools for improved creative automation. Central to these updates are branding and personalization features that allow marketers to create coherent, tailored ads using their brand materials. Advertisers can transform images into dynamic videos with Video Generation 2.0, while a new video highlights function uses AI to extract key messages to showcase products effectively. Meta is also enhancing customer interactions with AI-powered support in ads across platforms like Messenger and Instagram, making it easier for users to receive product recommendations. Testing includes a voice-enabled AI feature that simulates in-store sales interactions. Additional innovations involve customizable Creative Sticker call-to-action buttons and a virtual try-on tool using generative AI. Industry leaders have reported enhanced creative efficiency and improved ROI through these innovations, aligning with Meta’s strategy to deeply integrate AI into advertising by 2026.

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