Meta Platforms Inc., the parent company of Facebook and Instagram, is doubling down on artificial intelligence to transform digital advertising, making it more accessible and cost-effective for businesses. At the Cannes Lions 2025 festival, Meta introduced an advanced image-to-video ad tool, empowering marketers to create dynamic video campaigns from static images with unprecedented ease.
This cutting-edge tool allows advertisers to upload up to 20 product images, which Meta’s AI converts into multi-scene video ads, complete with music and overlaid text. Designed to cater to small businesses, which dominate Meta’s advertising ecosystem, this innovation reduces production costs, freeing up budgets for broader campaign reach.
Meta’s advertising business, generating 98% of its annual revenue, is increasingly driven by generative AI technologies tailored to streamline content creation. Beyond the new video tool, Meta supports text-to-image ad creation and introduced AI-generated GIFs for ads in October 2024, reinforcing its AI-driven marketing dominance.
Mark Zuckerberg, Meta’s CEO, has prioritized AI development in 2025, competing fiercely with industry giants like OpenAI, Google, and Microsoft. A $14.3 billion investment in Scale AI and efforts to build a “superintelligence” AI team underscore Meta’s ambition to lead in AI innovation.
In addition to advertiser-focused tools, Meta is developing Movie Gen, a text-to-video feature for general consumers, unveiled last fall. This expansion highlights Meta’s strategy to integrate AI across both commercial and consumer applications, enhancing its platforms’ versatility.
The announcement aligns with a broader industry trend, as competitors like TikTok also unveiled AI-powered video ad tools at Cannes Lions 2025. Meta’s latest advancements position it as a frontrunner in leveraging generative AI to redefine digital advertising for businesses worldwide.
