Meta has expanded its Meta AI business assistant beta to advertisers and agencies of all sizes across major global markets, including APAC and ANZ, as the company pushes deeper into AI-powered advertising tools embedded directly within its core ad products.
The expansion brings local language support across APAC, EMEA, LATAM and the US, and widens access beyond small businesses to include larger advertisers and agency partners.
The assistant has been built into Ads Manager, Meta Business Suite and Business Support Home, allowing advertisers to access optimisation insights, troubleshooting support and campaign guidance without leaving existing workflows.
Meta said early beta results show measurable performance improvements.
Advertisers using the tool resolved common account issues at a 20 per cent higher rate, while small businesses saw a 12 per cent reduction in cost per result after applying “opportunity score” recommendations generated by the assistant.
For Australian and New Zealand advertisers now gaining access, the tool is positioned as a way to streamline campaign management and decision-making. It can provide real-time campaign analysis, benchmark performance, surface optimisation opportunities, and answer account queries in plain language.
Will Easton, managing director, Meta Australia and New Zealand, said the rollout reflects growing demand for more intelligent and efficient advertising tools.
“We know that Australian and New Zealand businesses, whether they’re a local start-up or a leading agency, want smarter tools that save time and drive real results,” Easton said.
“Meta AI business assistant does exactly that. Built directly into the ad tools our clients already use, it delivers personalised recommendations, instant account support, and performance insights – all powered by AI.”
He added that the launch aligns with Meta’s broader AI strategy to improve advertiser outcomes through automation and embedded intelligence.
The assistant currently focuses on campaign optimisation, account troubleshooting and performance insights, but Meta said it plans to expand capabilities throughout 2026 to include campaign planning and creation tools, covering more of the advertiser workflow end-to-end.
The company describes the vision as enabling “AI superpowers” for advertisers, helping businesses make faster decisions and improve performance within existing ad environments.
