The news: Meta announced several updates to its AI experimentation and creator tools at Cannes Lions 2026.

• The company introduced an “end-to-end creative” tool within Ads Manager, a new way to experiment with Meta’s AI offerings. Marketers can use it to quickly create, test, and launch campaigns in a format that is better aligned with brands’ existing content and style.
• Meta introduced new AI “experiences” designed to help brands reach consumers, like WhatsApp “complete the look” suggestions to recommend additional purchases.
• The company debuted updates to its Business Agent and generative AI tools in Ads Manager, including enhanced text generation, expanded AI language translation, and a built-in creative approval workflow now in testing.
• Meta is consolidating Creator Marketplace and Partnership Ads Hub into a new Creator Marketing Hub, set to launch later this year, to help brands more easily find and connect with relevant creators.

Meta’s also claimed that, on average, every dollar spent on Meta generates $4.13 in revenues—up 25% since 2022—largely driven by its AI advancements.

The trend: Meta is going all in on AI—and so are its competitors.

• TikTok introduced agentic AI tools at Cannes Lions, including the ability to combine advertiser goals with TikTok insights and trends to craft effective, AI-generated campaigns.
• Google announced plans to use Gemini to help brands optimize YouTube Demand Gen Campaigns and improve content performance.

Additionally, all six of the largest US social media firms—Meta, TikTok, Pinterest, Snap, Reddit, and X—now offer automated campaign tools. These tools serve purposes like creative asset generation, optimization, and targeting to streamline digital advertising—and are the default in many cases, indicating a strong push toward industry automation.