AI is at the centre of how meta advertising is changing. For those who have been running ads on Facebook or Instagram, you may have noticed that Meta is depending more on AI-driven automation. The business is giving marketers new tools to help them get better results with less work. But how does this really change your campaigns?

Is it possible to use AI to make ads work better? Is it able to optimise better than a person? Most importantly, how can you use these AI features without giving up control over how well your ads work?

In this writeup, we'll go over everything and show you how to use Meta's new AI add features to boost engagement, boost sales, and improve targeting.

Meta has been quietly integrating AI into its advertising system for years. But in 2024, it’s taking things to a whole new level. AI is now deeply embedded in every stage of ad creation, from targeting and bidding to creative automation and optimization.

Why? Because AI can process millions of data points in real time, something no human advertiser can do manually.

What’s New in 2024?

• AI-Powered Ad Creatives: Meta now generates multiple ad variations and automatically tests them to see what performs best.
• Predictive Audience Targeting: AI can find high-converting users based on behavior patterns, rather than just demographic data.
• Automated Budget Optimization: AI adjusts your spending dynamically, shifting budget toward top-performing ad sets.
• Conversational AI for Messaging Ads: AI-powered chatbots can now handle basic customer interactions directly within Messenger and WhatsApp ads.

Meta wants to automate as much of the ad process as possible, making it easier for advertisers to get results—even if they don’t have a deep background in media buying.

But don’t worry, this doesn’t mean you should hand over complete control to AI. The key is knowing which AI features to use and how to combine automation with human strategy.

Figuring out which images, videos, headlines, and writing will work best is one of the hardest parts of advertising. In the past, you had to try different versions by hand, look at the results, and then make the version that works bigger.

As of now, Meta's AI takes care of this for you.

How It Works

• You share different versions of your ad creative, like different headlines, pictures, or videos.
• Meta's AI rotates them automatically and checks their work in real time.
• Over time, the AI gives more weight to the versions that work best, making sure that more people see the best one.

Why This Matters

This means that no more money will be spent on creatives who don't do their jobs. Meta instead automatically improves on what works, which leads to more interaction and higher conversion rates.

Pro Tip

Even if AI does the tests, you still need good creatives to begin with. You should make sure that your pictures and movies are interesting and that your writing addresses the problems and wants of your audience.

For years, Facebook advertisers relied on manual audience targeting, selecting specific demographics, interests, and behaviors. But with privacy changes and the decline of third-party tracking, Meta is pushing AI-driven targeting instead.

What’s Changed?

• AI Audiences Replace Interest Targeting: Instead of relying on narrow interest categories, Meta now suggests broader audiences, letting AI refine them based on real-time engagement.
• Predictive Targeting: AI analyzes user behavior and intent, predicting who’s most likely to convert—even if they don’t fit the usual demographic profile.
• Lookalike Expansion: Meta’s AI now automatically broadens Lookalike Audiences if it detects a larger group that could yield better results.

Why This Matters

• No longer do you have to control how you target your audience. AI does the work for you.
• Broader selection often lowers the cost of ads while also reaching more people.
• Because AI targeting changes all the time, your ads will still be relevant even if your audience's behaviour changes.

Pro Tip

Instead of picking very specific hobbies, you could start with a broad group and let Meta narrow it down over time. This usually leads to better cost-effectiveness and better leads.

No longer do you have to change ad budgets for each ad set by hand. Meta’s AI-driven Advantage+ Budget Allocation now shifts your spending dynamically based on real-time performance.

How It Works

• If one ad set is getting better results, AI shifts more budget toward it.
• If another ad set starts underperforming, AI reduces spend automatically.
• The system continuously adapts, ensuring the best possible return on ad spend (ROAS).

Why This Matters

This prevents wasted ad spend and eliminates the need for constant manual adjustments. You can still set minimum and maximum budgets, but overall, AI takes care of the heavy lifting.

Pro Tip

If you’re running multiple ad sets, monitor budget shifts closely for the first few days. Keep an eye on AI to make sure it stays on track with your goals. It learns as it goes.

It is now possible to automate customer chats in Messenger and WhatsApp ads, thanks to Meta's move into messaging driven by AI.

What AI Chatbots Can Do

• What do you think about these questions? AI can quickly answer FAQs, so people don't have to write them down by hand.
• Sort Leads Out: Bots that talk to people can get information from them and send "warm leads" to sales teams.
• Changes to the drives: Using AI to power recommendations, users can be given choices for goods, services, or bookings based on what they say.

Why This Matters

If you use ads to get leads, AI chatbots will be there for you 24 hours a day, seven days a week, making sure that no possible customer is missed.

Pro Tip

You can make chatbot answers sound more natural and like a conversation. Messages that sound too robotic can feel cold and make people less interested.

People are still involved in Meta advertising, even though AI is changing it. People's creativity and plan, along with AI's ability to automate tasks, work best together to get the best results.

What You Should Do Now

✅ Test AI-Powered Ad Creatives: Let Meta enhance several variants of your ad elements.
✅ Leverage Broad AI Audiences: Stop focussing on extremely limited groups and let Meta's algorithm enable you to increase your audience.
✅ Use Automated Budgeting: Let artificial intelligence adjust your ad spending on demand to produce better outcomes.
✅ Experiment with AI Chatbots:Set up automatic dialogues to get people more engaged if you are doing lead-generating campaigns.
✅ Monitor AI Performance: AI is smart, but it still needs oversight. Keep an eye on results and tweak as needed.

Meta’s AI isn’t here to replace advertisers—it’s here to enhance what we do. If you embrace these tools now, you’ll stay ahead of the competition and unlock better ad performance with less effort.

So, are you ready to let AI take your Meta ads to the next level? Let’s make 2024 your best year yet.