Meta unveils AI-powered ad tools to boost festive season sales in India

With Reels and omnichannel upgrades, Meta’s latest AI ad tools target festive sales growth in India.

To address creative fatigue, advertisers will gain access to Creative Insights in Ads Manager later this year, offering performance breakdowns and improvement suggestions.(Image Source: Reuters)

Meta has rolled out a new suite of AI-driven advertising solutions aimed at helping Indian businesses capitalise on the upcoming festive season. The updates focus on Reels, creator collaborations, omnichannel campaigns, and automated ad optimisation, as the company seeks to strengthen its position in India’s booming e-commerce market.

To enhance localisation, Meta is introducing new language and regional filters to connect businesses with relevant creators. Advertisers can now combine Advantage+ catalogue ads with partnership ads, add “intro cards” to carousel formats, and use a “Show Products” optimisation that automatically converts single-media ads into catalogue versions if it improves performance.

Meta is also expanding Reels ad features. Users swiping up on ads will see additional brand information, while catalogue product videos can now appear in carousel-style ads on Instagram Reels. Early tests of Meta’s flexible media placement feature showed a 23 per cent increase in conversions by automatically allocating ad spend to the best-performing placements.

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To address creative fatigue, advertisers will gain access to Creative Insights in Ads Manager later this year, offering performance breakdowns and improvement suggestions. Meta is also introducing Related Media, which recommends existing assets to incorporate into new campaigns, helping brands scale their creative pool.

Globally, Meta is pushing omnichannel advertising that links online and offline sales. Brands can use maps and discounts to drive foot traffic, while Advantage+ AI optimisations personalise campaigns across channels. According to Meta, omnichannel ads reduce cost-per-purchase by a median of 15 per cent. The company is also testing email sign-up offers in ads, reporting a 4.6x increase in email collection over 14 days, though analysts caution the impact on conversions remains uncertain.

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