Meta has a goal: input a product image, define a budget, then let AI do the rest – generate copy, create images and video, deploy the ads, target the audience and even recommend spend.
This is more than automation. It’s Meta "redefining the ad category," as CEO Mark Zuckerberg puts it. With more than 97 per cent of Meta’s $134 billion in 2024 revenue tied to advertising, it’s a clear bet: reduce friction for advertisers and scale performance with AI.
Meta’s current tools already tweak and optimize ad variations. The next wave promises concept-to-completion automation – with personalization baked in.
Small businesses will benefit the most, as generative tools could level the creative playing field, removing the need for agencies, studios or in-house teams.
It sounds efficient, but not everyone’s convinced; some are worried that AI-generated content won't match brand standards or resonate like human-crafted campaigns. This is why we test; you don't need to be smarter than the Internet.
With Google and other competitors are pushing similar tools, the trend is clear: the creative brief becomes a prompt. The agency becomes an algorithm. The marketer becomes a curator of generative campaigns.
We're not there yet … but this is closer than you think it is.
As always, your thoughts and comments are both welcome and encouraged.
About Shelly Palmer
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.
