Meta opens its AI business assistant to all advertisers globally

Meta has opened its AI business assistant to all advertisers and agencies worldwide, making the tool available across the Meta Business Suite, Ads Manager, and Business Support Home. The assistant uses AI to surface campaign recommendations, troubleshoot common issues, and help businesses improve performance without requiring manual intervention at every step.  

This update signals how Meta sees the future of advertising on its platform and how much of that future involves a human being managing the work. 

What the assistant does and early results.

Meta first introduced its AI business assistant to small businesses last year. In that initial rollout, businesses using the tool resolved common issues at a 20% higher rate and saw ad cost per result drop by 12%. Those numbers are meaningful, especially for smaller teams without dedicated paid social resources. 

The global expansion builds on that foundation, bringing the same capabilities to agencies and large advertisers who were previously excluded from access. Combined with Meta’s existing automation suite, it creates a more complete picture of where the platform is heading. 

There’s a workforce shift happening at the same time.  

It’s worth reading this announcement alongside another recent Meta move: the company has begun laying off approximately 10% of its global workforce, a decision linked directly to its AI transformation. As more of the planning, execution, and optimization process moves inside the platform, fewer people are needed to manage it. 

That’s not unique to Meta. This is a pattern playing out across the industry. But Meta’s scale makes it one of the clearest examples of what AI-driven consolidation actually looks like in practice.  

What this means if you’re running Meta ads. 

For in-house marketers managing Meta campaigns directly, this is a net positive in the short term. Less manual work, faster troubleshooting, and AI recommendations that can improve performance without requiring deep platform expertise.  

For agencies, the calculus is more complicated. As Meta automates more of what agencies have traditionally charged for—campaign setup, targeting, optimization, day-to-day management—the value proposition shifts. The bar is rising for agencies to demonstrate what they bring beyond platform execution: cross-channel strategy, creative direction, audience insight, and the kind of judgment that an AI recommendation engine can’t replicate. 

The platforms are getting better at the tactical layer. That doesn’t make strategy less important. In fact, it’s the only thing left to compete on. 

The takeaway.

Meta’s vision is becoming clearer: give advertisers a URL, a budget, and a goal. Let the platform handle the rest. The future isn’t fully here yet, but it’s getting closer with every product update. Whether you’re an in-house team or an agency partner, now is the time to get honest about where your value lives because the parts of the job that can be automated probably will be.