Meta has unveiled a set of AI agents designed to automate advertising tasks for brands and shopping interactions for consumers, ADWEEK reports.

The announcement places Meta among the major platform operators now pitching AI agents as the next layer of their ad products. The company is positioning the tools as automation that spans both sides of the transaction: the advertiser building and running campaigns, and the shopper engaging with brands through conversational interfaces.

The details available at this stage are limited to the unveiling itself. ADWEEK's report confirms the launch of the agents but the publication's full specifications — pricing, rollout dates, and which advertisers get access first — were not included in the syndicated headline feed carrying the news.

What the launch signals is clear regardless. Meta, which derives the overwhelming majority of its revenue from advertising, is extending its AI stack from recommendation and targeting models toward agents that can take on end-to-end campaign work. The company has spent the past two years embedding generative AI into its ad tools, and agents represent the logical next step: systems that act, not just suggest.

For brands, the pitch is automation of the operational grind — campaign setup, creative iteration, audience management. For shoppers, the pitch is AI agents that handle discovery and purchase interactions directly inside Meta's apps.

Mart Signal will update this story as pricing, availability, and performance data emerge.