The news: Meta has expanded its AI business assistant to all agencies and advertisers globally, according to a recent announcement. The assistant is a tool that helps businesses improve campaign performance using AI recommendations.

Meta’s AI business assistant can be used within several Meta properties, including Meta Business Suite, Ads Manager, and Business Support Home.

The company introduced Meta AI to small businesses last year; its automated business assistant has so far allowed these clients to solve common issues at a 20% higher rate and has helped decrease ad cost per result by 12%.

Zooming out: Expanding its AI business assistant underscores that Meta is betting big on AI automation, especially for its marketing processes. The company recently began the process of laying off about 10% of its global workforce, a move linked to its broader AI efforts.

Automation is now at the forefront of Meta’s marketing tools.

• Its Advantage+ suite allows advertisers to use its system as a fully automated, end-to-end solution to drive outcomes like sales and lead generation. Advantage+ is now turned on by default for marketers buying leads, app downloads, or driving sales.
• Meta’s Andromeda tool offers an AI-powered ads retrieval engine, giving marketers impression-level personalization and sequentially appropriate ads tailored to individual users.

Meta’s focus on automation is so far proving promising: End-to-end AI campaigns reached a $60 billion annual run rate in 2025, and automated campaign tools are a significant driver of the 23.7% YoY increase in social network ad revenues we forecast for Meta this year.

Implications for marketers and agencies: Meta’s latest push toward automation will benefit the advertisers who rely on the company’s self-serve capabilities, while also accelerating the broader shift away from person-to-person marketing services toward AI-driven execution.

• For marketers, access to Meta’s AI business assistant could notably improve campaign results while eliminating the manual work that would have traditionally been required for social campaigns.
• That shift, however, has broader implications for agency partners. As Meta automates the planning, execution, and optimization process—and cuts jobs in areas once tied to those functions—more marketing tasks will happen inside platforms rather than with human support.
• That raises the bar for agencies to prove their value through strategy, cross-platform expertise, and services that self-serve platforms can’t easily replicate.

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