At Cannes Lions 2025, Meta's Nicola Mendelsohn discussed the company's substantial investments in AI, revealing 11 new advertising features. She emphasized that AI has been embedded in Meta's operations since the early days, contributing to a notable increase in ROAS through Advantage+ Sales Campaigns. Mendelsohn is particularly excited about new creative capabilities, such as automated ad personas and customizable CTAs, which enhance creative scaling while keeping the essential human touch intact. Addressing media fatigue, she assured that smarter planning is central to the platform's functionality, improving ad relevance for users.
"The advancements we're seeing with AI and generative AI are fantastic, especially when it comes to advertising. But this isn't new for Meta. We've been using it since the earliest days of Feed."
"Agencies have been asking us for that for a long time. This is about doing creative at scale. It's not about changing what creativity is."
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