Meta Platforms is aiming to give advertisers the ability to fully generate and target ads using artificial intelligence by the end of next year.

The owner of Facebook and Instagram—platforms with a combined 3.43 billion unique active users globally—is increasingly leaning on AI to automate and personalize advertising, The Wall Street Journal reported. current AI tools already assist brands in creating ad variations, generating image backgrounds, and fine-tuning video ads, making the platform highly attractive to marketers.

According to the report, Meta’s future tools would allow a brand to simply upload a product image and set a budget. From there, the AI would produce the entire ad—including text, visuals, and video—and determine optimal targeting and budget allocation across Facebook and Instagram.

In addition, the company plans to introduce real-time personalization, where users would see different versions of the same ad depending on variables such as location.

Zuckerberg added that Meta’s goal is to create a one-stop AI advertising platform, where businesses set objectives and budgets while the system manages the rest.

The announcement comes as competition heats up in the digital ad space. Rivals like Snap, Pinterest, and Reddit are also ramping up AI and machine learning investments to win over advertisers.

Meta shares rose nearly 1% in early trading on Monday. Meanwhile, ad giants including Interpublic Group, Omnicom, WPP, and Publicis Groupe saw declines, as investors weighed the potential impact of Meta’s AI advancements on traditional advertising models.

Other tech players, including Google and OpenAI, have launched similar generative tools, though marketers remain cautious over brand safety and creative control.