AI isn’t just knocking. It’s already here, reshaping the way we create, connect, and convert across digital platforms. At Meta’s latest IAB NewFronts drop, the message was clear: automation is in, and brands better buckle up. From finally putting ads on Threads (hello, new inventory!) to letting AI take the wheel on creative, Meta is serving up a whole new toolbox for marketers looking to make real impact across social.
If you’re not thinking about how to integrate AI into your paid social strategy, you’re not just behind—you’re practically in 2022. So, what should your brand be paying attention to? Let’s break it down.
Creative and content innovation
Meta’s latest AI tools are set to reshape how brands create, collaborate, and scale content across platforms.
AI-generated creative is basically your new intern
Meta is transforming the creative process by embedding AI directly into the marketer’s toolkit. From generating ad copy to building dynamic video backgrounds, the goal isn’t to replace creativity—it’s to scale it. These tools allow teams to test more ideas, faster, without increasing headcount. It’s AI handling the volume so your team can stay focused on brand vision and big-picture storytelling.
Reels get the AI treatment
Reels, Meta’s short-form juggernaut, is also getting an upgrade. New features like auto-cropping, predictive placements, and intelligent overlays reduce manual work and improve performance out of the gate. Reels already dominate discovery; now they’re easier to optimize, making them a clear opportunity for brands that want both speed and scale.
Multi-creator collab ads
For brands working with creators, multi-creator collab ads offer a smart way to amplify reach without duplicating effort. You can now boost content from multiple creators in a single campaign—ideal for launches, partnerships, or building credibility through community-driven storytelling.
This isn’t about chasing trends. It’s about unlocking creative efficiency and improving your test-and-learn velocity. With AI in the mix, great content becomes faster to produce, easier to optimize, and more strategic by design.
Placement and experience updates
Meta’s latest inventory expansion signals a clear shift: placements are becoming more conversational, context-aware, and performance-minded.
Ads are coming to Threads
First up is Threads. The once ad-free, text-first platform is now home to native, scrollable video ads. While still early days, this format invites brands to build presence in a less saturated, more dialogue-driven environment. The opportunity here isn’t just reach—it’s to craft storytelling that feels natural and aligned with the platform’s tone. For brands willing to test early, it’s a chance to stand out before the noise sets in.
Ads in notifications
Meta is also testing ad placements in the notifications tab. It’s a bold move, but one with potential, especially for time-sensitive campaigns like re-engagement or flash sales. That said, it demands a light touch. The creative has to feel respectful, not disruptive, or it risks backfiring.
Connecting messaging with seamless shopping experiences
Finally, AI is powering smarter click-to-message experiences that integrate shopping and support. These formats bridge the gap between discovery and conversion by helping users get answers and make purchases in the same interaction. Messaging is where younger audiences are most comfortable. Brands that build responsive, conversational journeys here can turn interest into action with far less friction.
Each of these updates signals the same thing: experience matters. And Meta wants brands to meet users where they’re already spending time—with nuance and intention.
Performance optimization
Meta is doubling down on tools that help marketers plan smarter, protect their brand, and maximize efficiency before a single ad goes live.
Predictive AI performance forecasts
Meta is using AI not just to shape creative, but to sharpen performance, starting before a campaign even launches. With predictive performance forecasts, advertisers can now assess the likely impact of creative, format, and budget decisions in advance. This is less about gut feel and more about informed confidence. Smarter planning up front means fewer surprises mid-flight and more efficient use of resources.
Enhanced brand safety controls
Brand safety is also getting a boost. Meta’s new controls give marketers tighter oversight of where their ads appear across Feed, Reels, and Stories. As placements diversify, so does the need to protect brand context. These updates offer a more precise way to align campaigns with your brand’s standards and audience expectations.
Together, these tools reflect a broader shift toward intelligent optimization. It’s not just about reacting to performance data, it’s about planning with it. The result is greater control, reduced risk, and a better foundation for strategic growth.
Smarter pre-launch planning
Meta is also extending AI’s value upstream, into the planning phase. New tools can generate campaign briefs based on your business profile and past performance, suggesting audiences, formats, and objectives tailored to your goals. For smaller teams or fast-moving initiatives, this can be a game-changer.
This isn’t a replacement for strategy, but a way to accelerate it. With AI handling the heavy lifting on setup, teams can spend more time refining the narrative and aligning tactics to broader business objectives. It’s particularly useful when resources are tight, helping marketers act quickly without sacrificing direction or cohesion.
Strategic clarity at the start leads to better execution throughout the campaign lifecycle.
So… What now?
It’s clear: AI isn’t replacing marketers, but empowering them. The brands that win on Meta in 2025 won’t just be the ones spending more. They’ll be the ones working smarter, using AI to move faster, collaborate better, and unlock creative at scale.
If you’re not sure where to start, we’ve got you. Whether it’s testing into Threads, building a Reels strategy, or turning AI into your campaign MVP, we help brands navigate every evolution in the paid social space.
Need a team that speaks fluent AI and strategy? Let’s talk. DAC is ready to future-proof your paid social campaigns.
