Meta introduced a new era of generative AI tools for advertisers and agencies at Cannes Lions 2025, aimed at improving ad campaign performance and driving business growth through enhanced creative capabilities and personalization at scale. These innovations leverage AI to enable seamless branding consistency, advanced video generation, enriched business conversations, and engaging customer experiences.
Branding Consistency and Personalization
The new Advantage+ features empower advertisers and agencies to integrate logos, colors, fonts, and other brand elements into their ad creatives, ensuring cohesive and personalized branding. These tools allow the incorporation of brand assets from websites, previous ads, and platforms like Shopify, facilitating consistent messaging across all touchpoints. Testimonials from industry leaders highlight how these tools boost creative efficiency, reduce costs, and improve return on ad spend.
Video Generation 2.0
Meta’s upgraded video generation capabilities enable advertisers to transform multiple images into dynamic, multi-scene videos with animations, text overlays, and music. This feature, currently in testing, helps diversify creative content and improve video ad engagement. Another tested feature, Video Highlights, uses AI to extract key phrases and thumbnails, allowing viewers to skip to the most important parts of a video ad, enhancing user experience.
Business AI for Enhanced Conversations
Meta is expanding Business AI across various ad formats, including Instagram Stories, Facebook Reels, Messenger, and WhatsApp. These AI agents provide quick support, product recommendations, and answers to FAQs directly within ads, reducing friction and supporting confident purchases. Voice capabilities are being tested to allow customers to interact with Business AI through voice commands, simulating in-store or phone sales interactions.
Driving Engagement with Generative AI
New creative sticker call-to-action (CTA) buttons allow brands to customize stickers with products, slogans, and graphics to increase user engagement. Testing has begun on Facebook Stories and Reels, with plans to expand to Instagram Stories. The virtual try-on feature uses generative AI to display clothing on virtual models of various shapes and sizes, enhancing personalization and helping customers better visualize products.
Impact and Future Outlook
Meta’s AI tools have demonstrated significant improvements in ad performance, including a 22% average boost in return on ad spend and up to 5% increase in ad conversions. These innovations aim to unlock advertisers’ full creative potential, enabling richer customer experiences and meaningful connections. The ongoing development and testing of these AI-driven features reflect Meta’s commitment to advancing marketing creativity and efficiency while maintaining brand safety and integrity.
