Meta is expanding Meta AI with new advertising and analytics capabilities designed to help businesses analyse campaign performance, assess content engagement and make recommendations around advertising decisions.
The new features allow businesses to connect their Meta advertising campaigns directly with Meta AI. Once connected, advertisers can use conversational prompts to analyse performance data, identify audiences delivering stronger results, examine patterns among top-performing creatives and flag advertisements that may be losing effectiveness. The assistant can also suggest adjustments to campaigns and budget allocation.
Businesses can ask Meta AI to analyse campaign performance across a specified period. For instance, an advertiser can request an assessment of the previous 90 days, identify similarities among high-performing ad sets and receive recommendations for the following month. The AI can then convert the analysis into presentations, documents or spreadsheets.
Meta is also extending the assistant beyond paid advertising by connecting it with Facebook and Instagram account analytics. Businesses can ask questions about organic content using metrics including reach, saves, shares, comments and profile visits. The system can use these signals to identify content that is resonating with audiences and recommend areas for improvement. Users can also create recurring tasks, such as weekly Instagram performance reports.
Another addition is benchmarking. Meta AI can use publicly available Facebook and Instagram content and engagement patterns from comparable brands to help businesses compare organic performance and identify potential opportunities within their category.
The integrations are being introduced across Meta AI's web platform, mobile application and new desktop app. Businesses can also connect Google Workspace services, including Gmail, Docs, Sheets and Slides, allowing information from different business functions to be used within the same Meta AI conversation.
On Mac, users can share a window with Meta AI during a session, enabling the assistant to provide recommendations based on the information displayed on screen. The desktop application also supports dictation across Mac applications.
The latest capabilities build on Meta's wider investment in AI-powered advertising. The company has been expanding its Meta AI business assistant, which provides campaign insights, optimisation recommendations, benchmarking and account support within products including Ads Manager and Meta Business Suite. Meta previously said businesses using its opportunity score recommendations recorded a 12% reduction in cost per result during beta testing, a company-reported figure.
The new Meta AI business features are initially available free of charge. Meta said heavier usage will eventually be offered through a Meta One subscription, although pricing and broader availability details have not yet been disclosed.
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