Meta announced an expansion of its artificial intelligence tools for creating and managing ads at Advertising Week New York on October 6, 2026. The company is opening Ads Creative Studio to more advertisers, making Customer Lifecycle Strategy available to all advertisers and beginning to test conversational commands for campaign changes. Other additions, including audience discovery through natural-language descriptions, are scheduled for a later release.
The package brings together features at different stages of development. Video generation from static assets in Advantage+ creative is described as generally available, while turning catalog images into product videos remains in a beta program for eligible advertisers. Meta has not announced a single date when every feature presented will become available to every account.
Campaigns focused on acquiring new customers
One of the changes already available is Customer Lifecycle Strategy. According to Meta, the feature lets advertisers specify that they want to acquire new customers and provides recommendations for excluding existing ones. The company is now announcing availability for all advertisers. Exclusion recommendations reflect the acquisition objective specified when preparing the campaign, instead of requiring advertisers to build them from scratch.
Separately, Meta is testing simpler exclusions through Audience Labels. In the example described by the company, an entire group of existing customers could be excluded using a single audience label. This version remains in testing; the announcement distinguishes it from the general availability of Customer Lifecycle Strategy. No date is given for the end of the test.
AI-enabled audience discovery is scheduled to arrive in the Detailed Targeting section of Ads Manager by the end of 2026. Advertisers will be able to describe their intended customer in natural language, receive audience suggestions and select the options they want to keep. The announcement presents this as a future release, without a separate timetable for Romania.
Video production and ad creative analysis
Ads Creative Studio, which Meta introduced a few months earlier, is beginning to reach more advertisers following initial tests. The tool uses information about ad creative performance to help prepare new variations. Expanded access is described as an ongoing process, rather than a simultaneous activation across every account and market.
For video, the company has announced several editing options in Ads Creative Studio: changing opening sequences, adjusting audio and duration, adding text overlays or captions, and changing end scenes. These operations are presented alongside the generation of new video concepts and variations. Meta includes them within its generative AI tools for producing advertising content.
In Advantage+ creative, video generation from existing static assets is generally available, according to the announcement. Access is more limited for catalog-based ads: eligible beta advertisers can turn product images into videos through the tools in Ads Manager and the product video builder in Commerce Manager. The two use cases therefore have different access conditions.
Meta says video accounts for more than 60% of the time people spend on Facebook and Instagram. The company supplies the figure in its presentation of the new tools. The announcement does not provide a country breakdown, and the proportion is not presented as a separate measurement of audiences in Romania or as an outcome of the newly announced features.
The Ads Manager assistant gains more context
The Meta AI business assistant in Ads Manager is being expanded with creative performance insights from Ads Creative Studio. The company says it retains more context about a business's goals, seasonality and experiments from previous quarters. The stated aim is for successive conversations about campaigns to draw on information provided earlier.
Importing strategies, brand guidelines and tone-of-voice instructions from other AI tools is still being tested. Also in testing are capabilities that will let the assistant prepare campaigns, generate ad images and copy, update audiences or change budgets at the advertiser's request. Meta says previews, approvals and controls will allow users to decide which operations they delegate.
The company is also testing scheduled tasks, including performance monitoring, weekly summaries and alerts to review budgets. These examples describe the functions being evaluated, without establishing their immediate availability to every advertiser. The announcement does not provide a complete list of markets, languages or accounts included in these tests.
Meta says advertisers who adopt the assistant's recommendations typically record 5% more conversions at the same cost per conversion than those who do not adopt them. This comparison comes from the company. The announcement reviewed does not specify the sample size or measurement period, and the result is not broken down by country or campaign type.
Working from other AI tools and approving publication
Meta is also expanding the operations supported by its Meta Ads MCP server, which connects external AI tools with advertising workflows. According to the announcement, advertisers and agencies can upload creative assets, preview how ads would appear on Facebook and Instagram, and examine performance, including breakdowns and trends. These features are described separately from the assistant built into Ads Manager.
Campaigns prepared by agents can arrive as drafts in Ads Manager, allowing people and AI tools to work on the same campaign. Meta says publication can take place from either interface, but operations depend on permissions set by the advertiser and explicit approval before anything goes live.
The new tests continue the development of an assistant that Meta said, in a January 28, 2026 communication, had been tested with advertisers in the fourth quarter of 2025. At that time, the company described help with optimization and account support. The October update adds creative analysis and tests for carrying out operations through conversation, with approval mechanisms.
Another feature announced for the coming months is an expansion of intelligent product recommendations. The system analyzes an ad's image, copy and landing page to identify the featured product, then suggests other items from the same collection or popular products that could be paired with the ad. Meta has not given an exact date for general availability of this expansion.
