Meta is working on a system that could let brands create entire ad campaigns using artificial intelligence, The Wall Street Journal reports.

According to the report, by the end of 2026, the company wants advertisers to be able to upload a product image and a budget, and its AI tools will generate full campaigns with visuals, copy, and targeting. Meta’s AI system will handle the entire campaign process. It will draft multiple versions of ad copy, design creatives, manage visuals and video content, segment audiences, and even offer budget recommendations. These features could run across Meta’s key platforms.

Real-time ad personalization is part of the plan

The WSJ reports that Meta is also developing the ability to personalize ads dynamically using AI. The system will personalize ads in real-time, showing different versions to users based on factors like location. 

This means two users might see completely different versions of the same ad depending on where they are, the time of day, or other contextual factors. Meta’s system AI would also determine which platform is best to launch the ads. This kind of real-time optimization could help marketers tailor ads without needing to create dozens of variants manually.

Mark Zuckerberg is pushing for an AI-first ad strategy

Meta’s CEO, Mark Zuckerberg, has been open about this direction. He recently said he sees AI transforming the company’s ad business. Zuckerberg believes AI will make advertising work "a lot better," especially in ad creation and targeting.

The company’s ad performance trends also suggest its AI strategy is working. In 2024, advertising accounted for more than 97% of Meta’s revenue. During Q1 2025, Meta saw ad impressions increase by 5% year over year, and the average price per ad rose by 10%.

Meta claims this growth is part of AI-driven performance improvements. AI is now generating better creative options and helping businesses drive measurable results at scale, according to Zuckerberg.

So, Meta wants to create a system that handles the entire campaign process using AI. The company aims to join others like Google, Pinterest, and Reddit, which are already investing in AI for their ad platforms. With over 3.4 billion monthly active users across its apps, Meta believes that AI automation will deliver personalized ad experiences on a global scale.

Meta’s Advantage+ and AI early-release tools could be laying the groundwork

Meta already provides advertisers with AI tools across different campaign setups and has been expanding these tools. It upgraded its ad recommendation system in November last year. The new system uses AI to recommend ads to users.

In February 2025, Meta began testing a unified AI-powered campaign setup called Advantage+ Leads, which automates lead generation. An early-release program is also underway, allowing advertisers to test new AI ad tools and provide feedback before a broader rollout.

With these newer tools, Meta is testing what full creative automation might look like. The goal is to give advertisers the ability to go from idea to live campaign.

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