Meta is expanding its creator marketing stack with new artificial intelligence capabilities, APIs and advertising formats, as the company looks to bring creator discovery, outreach and campaign activation into a more integrated workflow for brands and agencies.
Announced during IAB's Global Creator Week, the updates include the global expansion of Meta's Creator Marketing Hub, which brings together tools for discovering creators, managing partnerships and converting creator content into Partnership Ads. The features are expected to roll out progressively through the remainder of 2026.
The Creator Marketing Hub is adding new discovery filters designed to help advertisers identify relevant creators and content. Meta is also introducing content-level permissions with expiry dates, recommendations linked to campaign objectives such as sales or awareness, and one-click ad creation within the platform.
Meta is adding editing capabilities intended to address issues that can prevent creator content from being used as an advertisement, including copyrighted music and stickers. Partnership Messaging is also being integrated into the Hub, allowing businesses to discover, contact and activate creators without moving between separate interfaces.
The company is also expanding its Creator Marketplace API beyond Instagram to include Facebook creators. This will allow advertisers and agencies using external creator marketing platforms to access creators across both Meta platforms through a single integration.
A new Messaging API will enable businesses to manage creator outreach through their existing systems. Meta's expanded Content Discovery API will meanwhile provide organic content recommendations, keyword-based search, performance insights and information indicating whether creator content is ready to be converted into an advertisement.
AI is becoming another layer of the creator marketing workflow. Meta is integrating its AI business assistant into the Creator Marketing Hub, where advertisers will be able to search for creators, understand recommendations and receive guidance while managing creator campaigns.
Partnership Ads are also being added to Meta's Ads Model Context Protocol, or MCP, connector. The integration is designed to allow advertisers and agencies to create and manage creator campaigns through compatible AI agents and large language models, extending automation into campaign management.
Meta is separately bringing Live video ads to Instagram after offering the format on Facebook. General availability is scheduled to begin on September 29. The format will allow brands to use a creator's Instagram Live content as a Partnership Ad.
The broader rollout brings creator discovery, messaging, content permissions, AI assistance and paid media activation closer together as Meta continues building advertising infrastructure around the creator economy.
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