- Generative Branding at Scale: Meta’s Advantage+ AI tools, unveiled at Cannes Lions 2025, integrate brand logos, fonts, and color schemes into AI-generated text and image ads, ensuring consistent creative across thousands of variants without manual design work.
- Next-Gen Video Creation: Video Generation 2.0 transforms static image sets into polished, multi-scene video ads with AI-driven animations, text overlays, and music, while Video Highlights distills key selling points into skippable highlight reels.
- In-Ad Conversational Commerce: Business AI chatbots in Instagram St.ories and Facebook Reels—complete with text and voice interaction—allow consumers to ask product questions and receive instant, AI-powered answers, smoothing the path from engagement to purchase.
- Enhanced Engagement Tools: Creative Sticker CTAs and AI-powered Virtual Try-On features bring interactive, personalized shopping experiences to Reels and Stories, boosting user interaction and driving measurable click-through and trial rates.
- Proven Performance Boosts: Early adopters report significant gains—Meta Advantage+ sales campaigns average a 22% lift in ROAS, and backend AI models like GEM enhance ad conversions by up to 5%, validating generative AI’s role in driving business growth.
At the Cannes Lions Festival, Meta showcases Advantage+ AI branding and Video Generation 2.0 to help agencies scale creative consistency and diversify ad formats.
This year’s Cannes Lions International Festival of Creativity saw Meta step boldly into the generative AI spotlight, unveiling tools designed to bridge the gap between rapid production and rigorous brand standards. As marketers face skyrocketing demands for personalized, multi-format content, Meta’s new solutions promise to transform how agencies and advertisers approach creative workflows.
Gone are the days of manual asset handoffs, endless proof cycles, and one-size-fits-all campaigns. Instead, Advantage+ AI branding and Video Generation 2.0 aim to empower brands to maintain a unified visual identity across thousands of ad variations, while exploring novel video formats that capture attention in ever-shortening attention spans.
This is not simply an incremental upgrade; it’s a reimagining of what’s possible when AI complements human strategy and artistry.
Advantage+ AI Branding: Consistency at Scale
Maintaining brand consistency across an increasingly fragmented media landscape has become a Sisyphean task. Meta’s Advantage+ AI branding tools address this challenge head-on.
By ingesting a company’s existing style assets, logos, color codes, custom fonts, and tone guidelines, these generative AI models can automatically produce on-brand headlines, social posts, display ads, and more. Agencies feed the AI with source materials from brand websites, past campaigns, and integrated e-commerce platforms like Shopify; the result is a suite of creative variants perfectly aligned with the brand’s identity.
For example, a global retail client might upload its holiday campaign assets into Advantage+. Within minutes, the AI generates dozens of text-and-image ad mocks tailored to market segments, each incorporating localized messaging in multiple languages. The marketing team can then review, tweak, and approve the most resonant options, all without dreaded back-and-forths that once consumed days of agency and client time.
According to Warren Jolly, CEO at adQuadrant,
Beyond speed, these tools enhance strategic agility: A brand can react to breaking cultural moments by spinning up “newsjack” creatives in hours, not weeks. And because each piece is coded with the right visual identity, teams can confidently push live content across social, display, and connected TV channels with minimal risk of off-brand slip-ups.
Check out the Meta AI App: Merging Social, Voice, and Personalization for the Ultimate User Experience
Video Generation 2.0: From Static Frames to Dynamic Stories
While image-based AI tools have matured rapidly, video generation has remained elusive—until now. Meta’s Video Generation 2.0 transforms sequences of still images into polished, multi-scene videos complete with animated transitions, text overlays, and royalty-free music.
Advertisers can feed the AI three to five product photos—or key frame grabs from existing footage—and receive a ready-to-publish 15-second video designed for mobile feeds and short-form platforms.
Consider a fashion brand launching its spring line: By uploading high-resolution photos of each garment, the marketing team can instantly generate a teaser video that pans from one outfit to the next, with overlay text announcing style names and prices.
Meta’s AI selects engaging animations—fade-ins, zooms, and color pops—while syncing the visuals to an upbeat soundtrack. This process, which once required a video editor, motion designer, and composer working in concert for days, now takes minutes.
Meta also previewed Video Highlights, an AI-driven format that identifies and labels three to five key moments within longer video ads. Each highlight is paired with a thumbnail and a short phrase, such as “All-new features” or “Limited time offer,” allowing viewers to jump directly to the segment that interests them.
Chris Connors, Associate Director of Growth at lifestyle brand INTO THE AM, shared:
As competition for eyes intensifies—especially on platforms like Reels and TikTok—these innovations equip advertisers with a decisive edge in producing scroll-stopping content at scale.
Strategic Implications for Marketers and Agencies
Meta’s Cannes Lions announcements are more than impressive demos; they signal a profound shift in how marketing operations will function.
First, agencies must rethink resource allocation: Teams can redirect hours once spent on repetitive creative iterations toward high-value strategic planning and narrative development. Second, performance measurement becomes richer. Each AI-generated variant can be A/B tested in real time, feeding preference data back into Meta’s systems to further refine creative palettes and messaging.
Moreover, brands can customize the balance of human oversight and AI autonomy. Those in highly regulated industries—finance, pharmaceuticals, or alcohol—can enforce strict guardrails around logo usage and language, while more nimble consumer brands can experiment with looser guidelines to capture cultural trends.
Meta’s tooling accommodates both extremes, enabling a spectrum of AI integration from “light assist” to “fully automated.”
Finally, early adopters stand to gain first-mover advantages. With Advantage+ sales campaigns already delivering an average 22% lift in return on ad spend and backend AI models like GEM boosting ad conversions by up to 5%, smart implementation of these new features could translate into measurable market share gains.
At Cannes, agencies like Dentsu and WPP Media emphasized how generative AI is reshaping client workflows—from creative briefs to production budgets—underscoring the technology’s role as both a creative co-pilot and a performance amplifier.
Embracing the Generative AI Era
Meta’s generative AI branding and video generation tools, unveiled at Cannes Lions 2025, mark a watershed moment in advertising. By automating consistency, accelerating video production, and enabling data-driven creative decisions, these innovations empower marketers to deliver more personalized, engaging, and effective campaigns faster than ever before.
As AI continues to mature, the brands and agencies that integrate these tools thoughtfully—blending human insight with machine efficiency—will redefine creative excellence and drive the next wave of industry growth. The future of advertising is here, and it’s generatively intelligent.
