Until recently, advertisers leaned heavily on selecting specific demographic, interests, and behaviours when it came to targeting their ideal customers. Now Meta aims to change the game with AI-powered campaigns.

The approach involves uploading multiple ad creatives with varied themes and messages, which then allows Meta’s AI to go to work, testing, learning, and optimising campaigns at scale. Businesses are able to reach their current audiences more effectively while discovering new customer segments.

According to Meta, these AI-enabled tools are already showing measurable success, with a drop in cost per lead and a greater revenue return overall for advertisers.

What does this tell us? Well, that Meta’s AI isn’t just a helpful addition – it is key for campaign performance.

Bottom line: You Meta marketers will need to dive in and explore the new AI tools.