Meta Platforms (META.O) plans to allow brands to fully create and target advertisements using its AI tools by the end of 2026, according to a report from *The Wall Street Journal*, citing sources familiar with the matter.
The company’s suite of apps, which includes Facebook and Instagram, reaches 3.43 billion unique users globally. Meta’s AI capabilities already assist advertisers by generating personalized ad variations, creating image backgrounds, and automating video ad edits—features that have made the platform increasingly attractive to marketers.
According to the report, brands will soon be able to provide a product image and budget, and Meta’s AI will generate the entire ad package—including visuals, video, text, and targeting suggestions across its platforms.
Meta also aims to roll out real-time personalization, allowing users to see different versions of the same ad depending on factors such as location. When contacted by *Reuters*, the company pointed to public remarks made by CEO Mark Zuckerberg, who recently emphasized the need for AI tools that deliver “measurable results at scale.”
Zuckerberg described Meta’s vision of an AI-powered one-stop shop, where businesses can set campaign goals, allocate budgets, and let the platform handle the rest.
The move comes amid growing competition in the digital advertising space, with rivals like Snap, Pinterest, and Reddit also ramping up investment in AI and machine learning tools.
In Monday morning trading, Meta shares rose nearly 1%. Meanwhile, shares in major advertising firms including Interpublic Group, Omnicom Group, Publicis Groupe, and WPP saw declines ranging from 1.9% to 3.8%.
Tech giants such as Google and OpenAI have also introduced AI tools for image and video generation, though concerns around brand safety and content quality continue to slow widespread adoption in advertising.
