Meta just opened its AI business assistant in Ads Manager to all advertisers worldwide. Here is what it can and cannot do.
Meta just opened its AI Business Assistant to every advertiser in Ads Manager — no waitlist, no minimum spend. That’s a meaningful shift, but after testing it across multiple ad accounts, I want to be direct about what it actually does well and where it still needs a human strategist.
The assistant is genuinely useful for the mechanical layer: generating creative variations, suggesting audience adjustments, and flagging underperforming placements faster than a human reviewing dashboards manually. For accounts with clean historical data and clear conversion tracking, it can meaningfully speed up optimization cycles.
What it doesn’t do is diagnose why an account is underperforming in the first place. If your tracking is broken, your offer doesn’t match your audience, or your creative doesn’t reflect your actual brand, the assistant will optimize around bad inputs — confidently and quickly. We’ve seen accounts where the AI recommendations technically improved a metric while making overall performance worse, because it was solving the wrong problem.
This is the recurring theme across every AI ad tool released this year: automation accelerates whatever process is already in place. A well-structured account gets better faster. A messy one gets messy faster.
Our approach at OConversion is to audit the foundation first — tracking, offer-audience fit, creative strategy — before layering in AI assistance. That order matters more than which AI tool you use.
If you’re running Meta Ads without a clear optimization process, the new assistant won’t fix that for you. Get your free ad account audit at oconversion.com