01/09/2026
Meta AI can now analyse your advertising performance and help identify what’s working across your Facebook and Instagram activity.
There’s real potential here. Spotting creative fatigue, finding patterns across campaigns and investigating changes in performance could all become considerably quicker.
But there’s a limit to what Meta can know.
A campaign producing cheaper leads might look like the obvious winner inside Ads Manager. If those leads rarely become customers, the business sees a very different result.
That’s why we see AI as another tool for better analysis rather than a replacement for commercial judgement.
We’ve looked at what Meta’s latest AI capabilities can actually do, where we’d use them and where we’d still want a marketer looking at the wider picture.
