Mumbai: Meta has announced a suite of new AI-powered shopping and advertising solutions aimed at transforming how consumers discover and purchase products across its platforms, with a strong focus on creators, Reels and generative AI.
The latest rollout introduces enhanced tools designed to guide users seamlessly from discovery to conversion, while enabling brands to deliver more personalised and performance-driven experiences.
At the core of the update is a push to empower creators as key drivers of commerce. Meta is enabling creators on Instagram to directly tag and link products within Reels, turning content into shoppable experiences. Businesses across 22 markets, including India, will be able to share product catalogues with creators, opening up new monetisation avenues and expanding reach.
Meta has also expanded its Creator Marketplace capabilities, allowing brands to better discover and collaborate with over 1.5 million creators. Enhanced targeting and integration with Ads Manager are expected to improve campaign performance, with Partnership Ads delivering, on average, lower acquisition costs and higher engagement metrics.
Said Vikas Chawla, Co-Founder, Social Beat, “Partnership Ads has been an exciting feature for brands and creators alike – it creates a flywheel where creators get amplified reach, brands get authentic content that actually converts, and agency partners like us can measure creator ROI with business outcomes. It improves Reach, Relevant and Result tracking – It’s moved influencer marketing from a brand-building line item to a more broader marketing channel.”
Further strengthening its Reels ecosystem, Meta has introduced new category line-ups for Reels Trending Ads, including TV & Movies, Travel, Business, and Finance & Investments. These formats enable advertisers to align with culturally relevant content and drive higher engagement during peak user activity.
Said Niti Kumar, CEO, Spark Foundry, “Reels is where India’s culture is created and consumed. Pioneering the latest Meta Reels Trending Ads campaign showed us the immense power of being part of that daily conversation. We are excited to roll this product out across our clients – driving authentic engagement, cultural relevance, and exceptional business value at scale.”
Said Sadhvi Dhawan, VP – Media, Blink Digital, “The challenge for every brand has always been showing up at the right moment with the right audience with a guaranteed SOV. Reels Trending Ads solve for that – we’re now part of the conversations consumers are already having, from entertainment to travel to finance. The performance uplift has been hard to ignore, and with new categories rolling out, we see this as a key growth lever in our media strategy for our clients.”
On the AI front, Meta is introducing new capabilities to optimise retail media and creative production. This includes product set optimisation for retail media networks, enabling brands to promote specific products with more precise reporting and improved efficiency.
The company is also expanding its generative AI suite under Advantage+, allowing advertisers to scale video content through AI-generated voiceovers, translations and UGC-style videos with avatars. These tools aim to reduce production time while enhancing creative diversity and campaign performance.
Said Ramasish Bhowmik, Co-Founder, Adbuffs, “Meta’s GenAI tools are fundamentally changing how we build creatives at scale – what used to take our teams days now happens in hours, and the performance lift we’re seeing from AI-generated ad variations is making it clear that GenAI isn’t just a convenience, it’s becoming the competitive edge in performance marketing.”
Additionally, Meta is investing in video-led commerce by enabling advertisers to convert product catalogues into dynamic video ads at scale. New formats for Reels and automated video generation tools are expected to drive higher engagement and conversions, with early tests showing significant improvements in click-through and conversion rates.
