On June 23, 2026, Meta presented AI advertising tools at Cannes Lions, citing a study of more than 1 million ad campaigns showing that every dollar spent on Meta generates $4.13 in downstream revenue, up 25% from 2022. The figure is a return-on-ad-spend estimate for attributable sales revenue, with Meta arguing that AI upgrades to ranking, delivery, and outcome-modelling systems drove the improvement. The study ran across Meta’s platforms from April 13 to 20, 2026, using a testing framework from a 2023 paper by Tadelis et al. Meta announced three new product areas: an end-to-end creative tool, a unified creator marketing hub, and expanded capabilities for Meta Business Agent. The end-to-end creative solution, currently in testing with a broader rollout planned, uses first-party campaign performance data to show which ads are performing and why, then generates new creative iteratively. Features include brand memory, which learns a brand’s identity and tone from existing ads.