Meta Unveils New AI Ad Tools At Cannes, Boosts Creative Expression
Meta unveiled new AI advertising tools at Cannes Lions 2025 in light of a $14-15 billion investment for a 49% stake in Scale AI, appointing Scale’s 28-year-old CEO Alexandr Wang to lead Meta’s “superintelligence” unit. The tech giant is expanding its Advantage+ suite to include brand-consistent automation features that maintain logos, fonts, and color palettes across campaigns.
New AI Advertising Tools
The new image-to-video tool stitches together up to 20 product photos into multi-scene clips with music, overlays, and text, eliminating the need for external editing assistance. This tool, referred to as “Video Generation 2.0,” utilizes generative AI models to transform multiple images into dynamic, multi-scene videos. Meta introduces AI agents that can be embedded directly into advertisements, allowing users to interact with branded bots when clicking an ad.
The company is also piloting voice functionality in these AI agents, enabling customers to speak naturally with bots. These Business AIs are now being tested across additional ad formats, including Instagram and Facebook Reels, as well as Instagram Stories ads. New AI-powered language translation automatically converts ad content into top global languages, with coverage set to double by year-end.
Enhanced Creativity and Engagement
Utilizing brand assets and historical ad data, Meta’s AI now generates different messaging tones for various audience segments. The tools tap into existing brand assets to ensure consistency across touchpoints. Advantage+ Sales Campaigns deliver an average 22% boost in return on ad spend, while Meta GEM, its generative recommendation model, improves conversions by up to 5%.
Meta is testing “Creative Sticker call-to-action” buttons that enable brands to create customized stickers for Facebook Stories and Reels, with plans to expand to Instagram Stories later this year. The company is also expanding its virtual try-on feature and testing “Video Highlights” that reflect a brand’s value proposition.
The Future of Creativity
Meta executives have adopted a nuanced position on the role of AI in creativity. AI will unlock new avenues for creative expression, scaling creativity rather than replacing human input. Creatives once produced a few ads annually, but AI now enables the creation of tens of thousands of variations daily.
