Meta is using the global spotlight of Cannes Lions 2025 to roll out a fresh wave of AI-powered tools designed to help advertisers do more, faster.
The company has expanded its Advantage+ suite with 11 new generative AI features, giving brands and agencies new ways to automate creative production and boost performance across Facebook, Instagram, and beyond.
As reported by Adweek, the latest updates focus on helping marketers scale their creative while maintaining brand consistency. New features include dynamic video creation, voice-enabled responses, and tools that turn still images into multi-scene video ads—without needing a production team.
Smarter Creative, Faster Results
The new Advantage+ capabilities let advertisers automatically integrate logos, fonts, color palettes, and brand elements across multiple ad variations. As reported by eMarketer, Meta’s image-to-video tool can take up to 20 static product photos and transform them into short, polished clips with music, text overlays, and transitions.
Another tool currently in testing – called “video highlights” – uses AI to extract key scenes and messaging points from longer videos. It’s aimed at helping marketers more effectively convey product value within shorter ad formats.
Meta is also testing voice-powered features in Business AI, offering options like AI-generated prompts, FAQs, and voice responses for customer-facing ads.
More Interactive, Personalized Ads
Meta isn’t stopping at automation. The company is also expanding placements for its Virtual Try-On feature, which allows users to view clothing on digital models of different shapes and sizes. Originally available to a small test group, it’s now being rolled out to a wider audience.
As Adweek notes, another new format called Creative Sticker CTA buttons lets advertisers design custom call-to-action stickers featuring branded elements like slogans, graphics, or product images. These will first appear on Facebook Reels and Stories, then expand to Instagram later this year.
Measurable Performance Gains
Meta says the upgrades are already producing results. Advantage+ Sales Campaigns have shown an average 22% increase in return on ad spend (ROAS), and Meta GEM – its generative ad recommendation model – has improved conversions by up to 5%.
These tools aim to reduce friction for marketers, particularly small and midsize businesses that often lack in-house production resources.
AI at Scale – and Under Scrutiny
Alongside the feature announcements, Meta also confirmed its investment of $14 to $15 billion for a 49% stake in Scale AI, a move that signals its long-term plans to become a key player in global AI infrastructure, according to eMarketer.
This launch also comes as Meta leaders work to reposition their stance on AI in advertising. After earlier comments from CEO Mark Zuckerberg about replacing creative and targeting with AI sparked concern, executives have shifted the message.
Helen Ma, Meta’s VP of product management, said the new tools “unlock new avenues for creative expression,” while Nicola Mendelsohn, Meta’s head of global business group, told The Drum that AI is scaling creativity, not replacing it. She noted that where creative teams once made a few versions of an ad per year, they can now produce thousands of variations with AI assistance.
What This Means for Advertisers
With this update, Meta continues to push deeper into AI-driven advertising, focusing on automation, personalization, and performance. The new Advantage+ tools are designed to reduce the production burden while opening up more creative possibilities – especially for brands with limited resources.
For marketers looking to scale video, drive ROI, and experiment with emerging formats, these tools offer a faster, more affordable way to get there.
