Meta Platforms is reportedly planning to enable brands to fully create and target advertisements using its artificial intelligence tools by the end of 2025, according to a report by The Wall Street Journal that cites sources familiar with the matter.
With a massive global user base of 3.43 billion unique active users across its platforms, Meta — the parent company of Facebook and Instagram — is poised to revolutionize digital advertising. The company’s AI tools already assist advertisers in generating personalized ad variations, creating image backgrounds, and making automated adjustments to video ads, offering compelling value for businesses looking to scale their ad campaigns efficiently.
As per the report, the envisioned AI workflow will allow brands to simply upload a product image and budget. Meta’s AI will then generate a full ad — including text, images, and video — and autonomously determine the best audience targeting strategies on Facebook and Instagram, even offering budget optimization suggestions.
In addition to automating ad creation, Meta also plans to roll out features that will allow for real-time ad personalization. Ads will dynamically adapt to individual users based on factors such as geolocation, ensuring more relevant and engaging content delivery.When contacted by Reuters, Meta referenced CEO Mark Zuckerberg’s recent public statements emphasizing the company’s vision to build an AI-driven “one-stop shop” for advertisers — one that simplifies the process by allowing businesses to set objectives, assign budgets, and let AI handle the rest.
Zuckerberg has noted that AI products must deliver “measurable results at scale”, hinting at Meta’s strategic direction toward deeply integrated and automated advertising solutions.
This development comes amid a broader trend in the digital advertising industry, where platforms like Snap, Pinterest, and Reddit are also accelerating investments in AI and machine learning to capture a bigger share of the highly competitive ad market.
Meta’s stock rose by nearly 1% in morning trading following the news, even as traditional advertising giants saw declines. Shares of Interpublic Group and Omnicom Group dipped 1.9% and 3.2% respectively, while Publicis Groupe SA fell 3.8%, and U.S.-listed shares of WPP were down 2.2%.
While companies like Google and OpenAI have introduced their own AI-driven image and video generation tools, widespread use in advertising remains tentative, as marketers weigh issues around brand safety, creative control, and content quality.
Meta’s push into fully AI-generated advertising marks a bold step toward reshaping how brands engage with digital audiences, with the potential to dramatically streamline ad creation and targeting across its platforms.
