At this year’s NewFronts conference in New York, representatives from Meta Platforms presented new tools and developmental directions for digital advertising, placing a special focus on artificial intelligence (AI) and video content as key factors influencing user engagement and better campaign performance.1
Simon Whitcombe, Vice President of Meta’s Global Business Group, emphasized the increasingly significant role of AI technology, especially in boosting video content consumption on platforms like Reels, Meta’s version of the TikTok format. 1 According to him, users share as many as 4.5 billion Reels videos daily, and thanks to AI tools, this content achieves greater reach and interaction.2
New Reels Feature for Advertisers
Meta announced a new option called Reels Trending Ads, enabling brands to position their ads alongside the most popular creator videos, either based on overall popularity or specific topics such as fashion, sports, or beauty.3 This feature is reminiscent of TikTok’s Pulse, which offers brands a similar opportunity to connect with viral content.
A limited test of the new function is currently planned, but exact dates and scope have not been announced. Additionally, video ads are soon coming to Threads, Meta’s new microblogging app, which already boasts over 350 million monthly active users and recently expanded its advertising space globally. 4
AI as an Ally to Creativity – Not a Replacement
During the presentation, Meta attempted to dispel the increasingly common concerns among advertisers regarding AI technology. It was emphasized that the goal is not to replace human creativity but to enhance and scale it. Among the announced tools are:
(1) An AI tool for video expansion, which adapts existing visuals to different formats (Video Expansion on Facebook Reels).5
(2) Content recommendations for creators, now also available on Facebook.
(3) Trend detection on Instagram and an early version of the Creator Marketplace API, which helps brands efficiently find relevant influencers.6
“These tools do not suppress creativity – they elevate it to a higher level,” Whitcombe told the assembled agency and brand representatives. (More broadly, he stated, “Video expansion is a fabulous example of how AI will not replace creativity, but rather enhance it.”)
Conflicting Perspectives: Augmentation or Replacement?
While Whitcombe tried to reassure attendees by highlighting AI as an assistant in the creative process, a recent statement from Mark Zuckerberg, CEO of Meta, sparked more debate. In an interview with Stratechery, Zuckerberg indicated he envisions a future where AI will take over many tasks currently handled by marketing agencies and ad-tech firms – from content creation and audience targeting to analysis and results measurement.7
“That will completely redefine what advertising means,” Zuckerberg stated. (His fuller quote being: “I think that’s going to be huge, I think it is a redefinition of the category of advertising.”)
Conclusion
Meta is clearly signaling that it is at the center of a transformation in digital advertising – where video and AI are not competitors to creatives, but tools that help them be faster, more efficient, and closer to their audience. However, how this “new era of creativity” will impact the role of agencies and creators remains to be seen.
Sources:
- Marketing Dive: Meta touts complementary powers of video, AI in overture to brands ↩︎
- Ibid. ↩︎
- Mediapost: Meta Unveils ‘Trending’ Ad Formats For Reels, Threads ↩︎
- The Indian Express: Meta is bringing video ads to Instagram Threads: Here’s what they look like ↩︎
- Jordan Digital Marketing: A Breakdown of Meta’s New AI Tools for Images and Videos ↩︎
- Social Media Today: Meta Outlines Facebook, Instagram and Threads Ad Updates at NewFronts 2025 ↩︎
- Marketing Dive: op. cit. ↩︎
