Meta Platforms is taking bold steps to expand its use of artificial intelligence (AI) in advertising. According to a report by the Wall Street Journal, the company aims to fully automate ad creation and targeting by the end of 2025.

Meta Already Uses AI, But Now It Wants to Do More

Currently, Meta offers AI tools that edit existing ads, make slight changes, and help choose the right audience. However, the company now wants to take a bigger leap. It is building tools that allow advertisers to create complete campaigns from scratch—including text, images, and videos—using AI.

This move is part of CEO Mark Zuckerberg’s broader vision to make Meta a leader in AI. Advertising remains Meta’s main money-maker, contributing to over 97% of its total revenue in 2024. That money funds the company's heavy investments in AI chips, data centers, and large-scale AI training.

How the AI-Powered Ads Would Work

In the future, businesses will be able to upload a product image, choose a budget, and let Meta’s AI do the rest. The system would not only create the ad but also pick the best audience on Facebook and Instagram. Moreover, the AI could suggest how to split the ad budget, say people familiar with the project.

Meta is also working on personalizing ads in real time. For instance, a user in a snowy area might see a car ad with a vehicle driving on a mountain road. Meanwhile, someone in a city might view the same car moving through traffic-filled streets.

Zuckerberg’s Long-Term Vision

Last week, at Meta’s annual shareholder meeting, Zuckerberg described the project as “a redefinition” of the advertising category. In a podcast, he explained that Meta is working toward a future where a business can simply describe its goal, set a payment amount per result, link its bank account—“and leave the rest to AI.”

This system could especially benefit small and medium-sized businesses. These companies often lack the budget or teams needed to make professional ad campaigns. Meta's AI tools could make high-quality advertising faster, cheaper, and more accessible for them.

Not Everyone Is On Board

However, some big brands are skeptical. They worry that AI-created ads may lack the creativity, tone, or branding that human teams typically deliver. There are also technical hurdles. AI-generated visuals can still be distorted or inconsistent, which means companies might need to spend time fixing the final results.

Sources say these tools will require a huge amount of computing power. In some cases, Meta may even design custom AI models for each advertiser.