June 2 - Meta (META) shares rose about 1.5% on Monday morning after a report said the tech giant aims to let brands create and manage ads entirely using artificial intelligence by the end of next year, according to The Wall Street Journal.
The company already offers AI tools that tweak existing ads, but the new push would go further, generating ad content from scratch, including text, images, and video, before choosing who to target on Facebook and Instagram, the report said.
Under the plan, brands could upload a product image, set a goal and budget, and let Meta's AI handle the rest. The system would also suggest targeting strategies and budget adjustments, the report noted.
The platform may also personalize ads in real time. For example, users in snowy areas might see a car driving uphill, while city users could see the same model on urban streets.
Some advertisers remain cautious. Concerns include Meta's growing control over ad operations and the quality of AI-generated visuals, which are sometimes distorted or off-brand, according to the report.
Meta did not respond to a request for comment, the report added.
