• by Colin Kirkland , Yesterday

The beta version of Meta's AI business assistant is now rolling out to advertisers and agencies of all sizes across major global markets and languages, according to this week's announcement from the tech giant.

Meta AI first launched with small businesses in the U.S. last October. Since then, Meta has found that businesses using the automated business assistant were able to resolve common account issues at a 20% higher rate, while seeing a 12% decrease in ad cost per result after applying the AI assistant's opportunity score recommendations.

The business assistant has been designed to optimize campaign performance via tailored AI-powered recommendations and real-time guidance based on an account’s business data, with the added ability to quickly restore disabled accounts, update spend limits, and troubleshoot payment or delivery errors.

“We’re continuing to iterate Meta AI business assistant based on advertiser feedback, and throughout 2026, you can expect expanded capabilities focused on campaign planning and creation,” the company’s announcement explains.

Advertising and agency partners can access the AI business assistant within various Meta environments, including Ads Manager, Meta Business Suite, and Business Support Home.

The expansion of Meta's automated business assistant comes at a time when the company is paring down its employee base while investing heavily in AI chips, top AI talent, data centers and strategic AI acquisitions, including the purchase of AI agent and social-media platform Moltbook.

“We're starting to see the promise of AI that understands our personal context, including our history, our interests, our content and our relationships,” Zuckerberg said on Meta's Q4 investor call. “A lot of what makes agents valuable is the unique context that they can see.”

Meta's first wave of chatbots deployed on Instagram were flagged for flirting and engaging in romantic role play with underage users, as well as generating racist and violent remarks.

After The Washington Post reported on additional findings that Meta's AI chatbots provided teen accounts with information about how to commit suicide, Meta made an announcement stating that teens will no longer be able to access AI characters “until the updated experience is ready.”