The short version

Ben Thompson predicted on February 6, 2025: “Meta’s AI tools are going to make it easier than ever for advertisers to get good results without needing large teams or agencies: the system will do the optimization, targeting, and even much of the creative work.” Verdict: Called it. Throughout 2025, Meta expanded its Advantage+ suite and AI-based creative tools, automating campaign…

Prediction by

Ben Thompson

On February 6, 2025

“Meta’s AI tools are going to make it easier than ever for advertisers to get good results without needing large teams or agencies: the system will do the optimization, targeting, and even much of the creative work.”

Follow-up

Throughout 2025, Meta expanded its Advantage+ suite and AI-based creative tools, automating campaign configuration and optimization. These products were positioned to make performance marketing accessible to smaller businesses. Earnings calls and investor materials in 2025 highlighted broad advertiser adoption and reported improved return on ad spend (ROAS) for users of Advantage+ solutions, with case studies citing reduced manual management and better performance for SMBs.

From the High Caliber AI network — see the AI for PR module in the course.