Meta expands AI assistant beta globally

Meta has expanded the beta of its Meta AI business assistant to advertisers and agencies of all sizes across major global markets. (about.fb.com) The tool now supports local languages across the United States, Europe, the Middle East and Africa, Asia-Pacific, and Latin America, Meta said on April 22. (about.fb.com) Meta said the assistant works inside Ads Manager, Meta Business Suite, and the Business Help Center rather than in a separate app or tab. (about.fb.com) The assistant uses a company’s own business information to answer account questions, compare campaign results with benchmarks, and suggest optimization steps in natural language. (about.fb.com) Meta said early beta tests showed businesses resolved common account problems at a 20% higher rate with the assistant. Small advertisers that applied its opportunity score recommendations saw a 12% drop in ad cost per result, the company said. (about.fb.com) The global rollout follows a narrower test that began with U.S. small businesses in October 2025. Meta had flagged the expansion in January, saying more businesses would be able to chat with an assistant that remembers their goals and offers personalized recommendations. (about.fb.com 1) (about.fb.com 2) That places the product inside Meta’s main revenue engine: advertising. In its January update, Meta said it was using AI across ad setup, creative tools, attribution, and ranking to drive business results. (about.fb.com) Meta’s pitch is speed as much as automation: the assistant is meant to restore disabled accounts, update spending limits, and troubleshoot payment or delivery errors in seconds, according to the company. (about.fb.com) The company is still calling the product a beta, so the current figures are Meta’s own test results rather than independent measurements. The next test is whether larger advertisers and agencies use it enough to change how they manage campaigns. (about.fb.com)