At Cannes Lions 2026, Meta announced updates to its AI experimentation and creator tools, including an “end-to-end creative” tool within Ads Manager for creating, testing, and launching campaigns. Meta introduced new AI “experiences” like WhatsApp “complete the look” suggestions and debuted updates to its Business Agent and generative AI tools in Ads Manager, featuring enhanced text generation, expanded AI language translation, and a built-in creative approval workflow now in testing. Meta is consolidating Creator Marketplace and Partnership Ads Hub into a new Creator Marketing Hub, set to launch later this year. Meta claimed that, on average, every dollar spent on Meta generates $4.13 in revenues—up 25% since 2022—driven by its AI advancements. Competitors also introduced AI tools at Cannes Lions: TikTok introduced agentic AI tools, and Google announced plans to use Gemini for YouTube Demand Gen Campaigns. Additionally, all six of the largest US social media firms—Meta, TikTok, Pinterest, Snap, Reddit, and X—now offer automated campaign tools, which are the default in many cases.