Meta's AI business assistant in Ads Manager now remembers past campaigns, seasonal patterns and the goals you gave it in earlier chats. It also pulls in creative insights from Ads Creative Studio, so it can see which ads work while it suggests strategy. Meta has started testing an assistant that plans campaigns, writes creative, changes targeting and moves budgets when you ask it to, with previews and approvals before anything goes live.
The part we care about most is still in testing: importing your strategy, tone of voice and brand guidelines from other AI tools. That tells you Meta's AI needs your brand knowledge to do its job well. Meta also says advertisers who adopt the assistant's recommendations typically see 5% more conversions at the same cost per conversion. That is Meta's own figure, so treat it as a claim, not a promise.
This is exactly why every brand we work with has a B.R.A.I.N.™ When the AI asks who you sell to, why they buy and how you sound, you want one clear answer ready to paste in, not a scramble through old decks. Brands with that written down will get better output from Meta's AI from day one.
We would use the assistant for reporting and ideas now, and keep a human approving every budget and targeting change until the agent features leave testing.