Hi and welcome back to another edition of The Keyword. The big news today, Meta has enabled advertisers to manage their ad accounts using AI chat with Claude & ChatGPT. Full details coming up.

— Kole

You can now create and edit Meta ad campaigns by chatting to ChatGPT or Claude.

Meta has launched "Meta Ads AI Connectors" in open beta, letting advertisers manage campaigns from inside Claude or ChatGPT instead of logging into Ads Manager.

The connector covers four areas:

Setup takes one step. Paste mcp.facebook.com/ads as a ‘CustomConnector’, then sign into Meta.

Alongside the connector, Meta has shipped a more advanced (CLI) integration for marketers to automate their workflows in code, or to pair the tool with an AI coding agent like Claude Code that runs it for them.

Up to now, Meta’s deepest AI integration for ads has been through Manus, an AI platform with its own Meta Ads connector that already supports campaign creation, editing, and data access. Meta agreed to acquire Manus for about $2bn late last year, but just days ago Chinese regulators moved to block the deal.

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The new ads appear directly in the image grid on mobile, labeled “Sponsored” but integrated with organic results. Advertisers can use existing Search or Performance Max campaigns, so no new setup or assets are needed to reach users browsing images. 

A new guide in Merchant Center lets merchants set up integration with Google’s Universal Commerce Protocol. UCP is the infrastructure that enables agents to complete transactions on the merchant's site, while the user stays within the AI chat interface.

Advertisers can begin migrating to AI Max now, with automatic migration set to start in September. According to Google, all eligible campaigns are expected to transition by the end of the month.

The model is designed to power Meta’s “personal superintelligence” system across its apps, as an alternative to Gemini, ChatGPT and Claude.

According Meta’s Head of AI, “shopping mode is new too—it picks up on the creators, brands, and styling content across our apps and turns that into recommendations.”

Advertisers can now enable the Conversions API directly inside Events Manager without building server-side integrations or using third-party partners. Meta says the update removes key setup barriers like integration partners, maintenance, and technical setup that previously limited adoption among smaller advertisers.

Digiday reports that OpenAI is changing its ad pricing model after CPM rates fell sharply from about $60 at launch to as low as $25 within weeks. The platform is now positioning ChatGPT as a performance channel, with CPC pricing similar to Google Search. Screenshots shared by marketers also show a new ad dashboard with a familiar structure built around campaigns, ad groups, and ads.

The ad length goes beyond YouTube’s current 60-second limit for non-skippable in-stream ads on TV.

The company said its ad revenue is expected to double from about $1.5 billion in 2025. Growth has also been driven by strong adoption of its ad-supported tier, which now accounts for over 60% of new sign-ups in available markets, alongside a 70% rise in advertisers to more than 4,000 buyers.

The update introduces Dreamina Seedance 2.0, a model that generates video content from text prompts, images or clips. The tool is built into TikTok’s Symphony Creative Studio and can handle scene creation, motion, and editing in one system.  

Social media ad spend overtook search in the U.S. for the first time in 2025, reaching $117.7 billion compared to search's $114.2 billion, according to the IAB/PwC Internet Advertising Revenue Report.

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