These tools will be available globally by the end of the year.

Meta is far from the only destination marketers can go to get AI help on their creative. ChatGPT can write marketing copy, and Midjourney can make images, two among hundreds of other AI firms. But Meta is rooting this product rollout in what has always been Meta’s secret sauce: knowing who to show an ad to.

“Why are these updates going to be important?” asked John Hegeman, Meta’s head of monetization, rhetorically at press briefing today in New York. “We know that continually iterating on your ad creative is one of the most effective performance levers that advertisers have.” If marketers have more creative assets, they can better test which work to drive results.

These tools will live in the suite of Advantage+ creative products, which optimizes images and videos to versions the brand’s audiences will likely interact with, per Meta.

Advantage+ Creative is distinct from Advantage+ campaigns, where AI tech is used in a media buying capacity—automating who gets served what ad—and not for creativity. But the tools all involve automation and making less work for marketers.

Almost all Meta advertisers use at least one Advantage product, according to Hegeman. Revenue from Meta’s Advantage+ Shopping Campaigns more than doubled year-over-year, the company announced on its most recent earnings call.