The company is testing importing and creative insight features, as well as improved conversational guidance for its artificial intelligence elements.

Meta announced a range of ad updates at its Advertising Week presentation in New York today, including an improved business assistant, an expansion of its creative tools for brands and new shopping experiences.

First, Meta is beefing up the capabilities of its artificial intelligence-powered business assistant, which provides conversational guidance on key ad creation elements.

In order to improve this guidance, Meta is adding new creative insights, and giving the tool more memory and context to power its recommendations.

“This includes the context of what you tried last quarter, your seasonality, and the goals you’ve described,” Meta said.

Meta is also testing importing tools, which will enable brands to upload their strategy and brand voice guidelines to further refine outputs.

In addition, Meta is adding more agentic capacity, which will enable the business assistant to generate creative elements, update targeting and even change an ad's budget using conversational prompts

Finally, the company is testing scheduled tasks, such as recurring performance reports and alerts, to ensure that advertisers are aware of potential concerns.

Meta is also making its Ads Creative Studio available to more advertisers.

Launched earlier this year, Meta’s Ads Creative Studio utilizes performance data and audience insights to highlight what’s working in campaigns, and provides AI guidance on how to tap into these insights.

Meta has made the tool available to selected ad partners, and it’s now looking to expand availability to more brands.

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