Meta Launches AI-Driven Advertising Tools to Revolutionise UK Marketing Strategies

As part of its ongoing investment in AI-driven advertising, Meta has announced a series of new AI-powered advertising innovations, designed to help businesses in the UK improve customer acquisition, drive performance marketing outcomes, and maximise ROI. Coinciding with the Meta Marketing Summit in London today, these updates include enhancements to omnichannel strategies, new ad placements, and AI-powered tools that boost advertising efficiency across Meta’s platforms.

Meta’s new solutions are built to optimise campaigns and deliver greater efficiency across the customer journey. Key updates include:

- Expanded Access to Omnichannel Ads – Now available to more advertisers globally, omnichannel ads guide people to the nearest store with products in stock, surfacing relevant promotions to incentivise in-store shopping. Advertisers using this feature have seen a 15% lower media omnichannel CPA and a 12% higher ROAS compared to standard campaigns. In the UK, Boden saw a 23% increase in ROAS using omnichannel strategies to connect with shoppers both online and in-store.

- New Ads in Facebook Notifications – Meta is testing a new notifications-based ad placement on Facebook, offering advertisers another channel to re-engage customers and drive consideration for their products.

- Enhanced Product Catalog Optimisation – Advantage+ catalog ads now allow businesses to promote preferred products while giving the system flexibility to showcase additional relevant items to users based on interest. In early tests, advertisers saw a 14% increase in ROAS when using this optimisation.

- Email Capture in Promotion Ads – Coming this spring, advertisers will be able to collect emails before sharing promo codes in promotion ads, helping businesses build deeper customer relationships.

- Site Links on Instagram Ads – Following success on Facebook, site links will soon be available on Instagram ads, allowing businesses to highlight multiple landing pages in a single ad. Brands using site links have seen a 4.5% decrease in CPA and 3% increase in click-through rates.

More than 200 brands and agencies joined the summit to explore how AI is transforming advertising effectiveness. The event spotlighted how Meta’s AI-powered tools are reshaping creative strategies, campaign performance, and business outcomes at scale, with industry leaders and Meta experts sharing key insights and product advancements shaping the future of digital advertising.

"Today, we welcomed over 200 brands and agencies to the Meta Marketing Summit UK, where we explored the transformative impact of AI on the advertising landscape. It was a fantastic opportunity to connect with our valued partners and showcase how our cutting-edge AI-powered tools – including Advantage+ Shopping Campaigns and generative AI creative solutions – are driving real, measurable results. With every pound invested in Meta ads generating £3.82 in revenue for UK advertisers, we're dedicated to empowering brands to succeed in an AI-driven world that prioritises performance."

– Shruti Dube, UK country director at Meta