As AI advertising continues to reshape how brands connect with audiences, Meta is deepening its focus on creators as a core driver of performance marketing. The company has rolled out a new suite of AI-driven advertising tools designed to help brands more easily identify, evaluate, and convert organic creator content on Facebook and Instagram into high-performing partnership ads.
The updates arrive as creator-led advertising accelerates across the industry. U.S. ad spending tied to creators is expected to reach $37 billion this year, representing a 26 percent year-over-year increase, according to data from the Interactive Advertising Bureau. Meta’s latest moves reflect its strategy to combine AI automation with the authenticity of creator content, enabling brands to unlock more value from assets that already resonate with audiences.
At the center of the update is an expanded Partnership Ads Hub on Instagram. The hub now allows advertisers to discover user-generated and affiliate content created by partners, analyze how that organic content is performing, and determine which posts are best suited for paid amplification. By surfacing performance signals such as views, likes, shares, comments, and interactions, Meta aims to help brands make data-backed decisions about which creator content can scale effectively as advertising.
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Meta has also introduced a new Facebook Partnership Ads API, giving advertisers programmatic access to creator content that can be activated as partnership ads. The API complements the Creator Discovery API launched earlier this year and is intended to streamline the process of converting branded and creator-generated content into paid media at scale across Facebook.
To reduce friction between brands and creators, Meta has simplified the permissions process for partnership ads. Creators can now grant advertising permissions by sharing a unique code with advertisers, enabling faster reuse of both existing and newly created content. This applies even when a brand is not tagged in the original post, accelerating campaign launches built around high-performing creator assets.
Eligibility for partnership ads has also been expanded to include Professional Mode profiles on Facebook. These profiles, designed to help individuals transition into content creation and monetization, have grown to 100 million daily active users in just 18 months. The expansion signals Meta’s intent to significantly broaden the pool of creators available for partnership advertising.
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Meta says partnership ads are already delivering measurable performance benefits. According to the company, campaigns using this format see a 19 percent lower cost per acquisition and 13 percent higher click-through rates on average. Meta also reports that 71 percent of consumers complete a purchase within days of being exposed to creator content across its platforms, reinforcing the commercial impact of creator-led media.
The push into creator-driven AI advertising aligns with Meta’s broader financial momentum. The company reported revenue of $51.24 billion in the third quarter, a 26 percent year-over-year increase. During the earnings call, CEO Mark Zuckerberg said Meta’s end-to-end AI-driven advertising products, including its Advantage+ solutions, have surpassed a $60 billion annual revenue run rate.
For marketers, Meta’s latest updates highlight how AI and creator ecosystems are converging into a single growth engine. By applying AI to discovery, measurement, and activation, Meta is positioning creator content as a scalable, performance-ready input to modern AI advertising strategies.
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