Meta Launches AI Ads Suite and In-Chat Payments
Meta unveiled AI advertising tools and direct payments via a business agent on Messenger in collaboration with Shopify during Advertising Week in New York.
During Advertising Week in New York, Meta unveiled a suite of AI-powered advertising tools spanning from creative content production to checkout completion. The video generation feature in "Advantage+ Creative" has now become generally available, transforming static images into video ads, alongside expanding access to the "Ads Creative Studio," which allows adjusting hook frames, audio, duration, text, subtitles, and end cards, as well as generating videos directly from product catalogs.
The company stated that it opened a customer lifecycle strategy tool to all advertisers, enabling them to select audiences for each campaign with AI-powered recommendations to reach users at different stages. It also expanded its AI commercial assistant to include broader memory and context, bringing up past campaign data, seasonality patterns, and previous goals, while allowing the import of brand voice guides and strategy documents; it is currently testing scheduled tasks to generate periodic reports and alerts automatically.
In commerce, Meta added direct checkout via a "Business Agent" on Messenger, built in collaboration with Shopify, allowing users to purchase without leaving the chat. The company is also testing direct payment within its "Meta AI" assistant with payment partners Adyen, PayPal, Shopify, and Stripe, enabling order completion inside the chat interface itself.
Meta expanded its ad-specific "Model Context Protocol" server to support external AI tools in campaign management and connect third-party platforms to its ad infrastructure. The company noted that video now accounts for 60 percent of user time on Facebook and Instagram, explaining its focus on visual tools. These steps matter to advertisers and agencies in the region who rely on Meta's platforms as a primary channel to reach audiences.
What do these terms mean?
Advantage+ Creative: A tool within Meta's ad platform that automatically creates multiple creative versions of an ad and converts static images into publication-ready videos.
Model Context Protocol (MCP): A standard that connects AI models with external tools and data to execute tasks such as campaign management and budget adjustments programmatically.
Agentic Payment: When an AI agent completes the purchase process on behalf of the user within the chat or app, without redirecting them to a separate payment page.
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