Meta wants its AI to write the ad, run the campaign and, increasingly, complete the purchase. At Advertising Week New York on Oct. 6, the company showed brands new video generation tools and checkout that happens inside a chat. The same day, it teamed with Sierra on an open standard for AI agents that shop on people’s behalf.
Advertisers can now turn static images into video in Advantage+ creative, a feature Meta says is generally available. Ads Creative Studio, which had been limited to select partners, is opening to more brands and can generate video concepts, swap hooks, trim clips and add captions. Meta’s business assistant is also getting more memory, plus the ability to generate creative, update targeting and change budgets from a conversational prompt.
On the commerce side, Meta is working with Shopify on direct purchases through Meta Business Agent on Messenger. It’s also testing checkout inside Meta AI with Adyen, PayPal, Shopify and Stripe.
The Personal Agent Protocol goes further. Built with Sierra, the customer service AI company led by Bret Taylor and Clay Bavor, it sets rules for how personal agents like Meta’s Muse sign in to businesses and act for users. Businesses decide how agents reach them, and customers decide whether their agent gets read-only or write access. Shopify, Stripe, Walmart, Genesys, Instinct and Rocket are partners, and Sierra says the first specification will be published by the end of October.
Amazon, OpenAI and Anthropic haven’t signed on, and Amazon blocked Muse from its site weeks ago. Stripe and Shopify have also joined a rival protocol run by Visa, so the rules for agent shopping are far from settled.
Meta said people discover brands through creators they trust, and that more of that discovery is moving into Meta AI, Muse and Meta Business Agent. But the same tools that turn a product photo into a video ad give brands one less reason to hire someone to make it.
It also isn’t clear yet how a creator gets credit or a commission when a sale closes inside a chat with Meta’s AI.
ADVERTISEMENT
