On the generative AI front, Meta announced that it is testing tools that allow advertisers to create UGC-style videos using avatars, along with AI voiceover translation now available to more advertisers and a new single-step translation flow in Ads Manager.
Separately, the company is piloting tools that auto-generate product videos from catalog data, a capability aimed at ecommerce advertisers.
The creator-centric efforts arrive as Meta has been dangling cash directly at creators.
The company announced last week that it would pay up to $3,000 a month to established creators on competing platforms who agree to post Reels on Facebook.
The initiative, aimed at luring talent from TikTok and YouTube, has drawn skepticism from some in the creator industry, who noted the payments would barely cover production costs for larger influencers. The program is also merely the latest in a long series of turf wars between the platforms, whose offers of short-term cash incentives have historically failed to produce meaningful change in creator behaviors.
For advertisers, the Meta message of scale and AI tooling still gives it a durable edge; ultimately, 3.5 billion users is a compelling premise.
Still, whether that pitch continues to resonate may depend on how much patience the buy side has for a company simultaneously navigating billion-dollar courtroom scandals and a workforce in flux.
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