AI agents transform advertising workflows for Meta and Google

The advertising industry is seeing a significant shift toward AI agents for platforms like Meta and Google Ads. Unlike traditional automation that relies on fixed 'if-then' rules, AI agents use goals and plain language to analyze data, propose changes, and execute multi-step tasks. While 87% of marketers now use generative AI in recurring workflows, McKinsey reports that only 1% of organizations consider their AI deployment to be mature.

Google is actively integrating these automated systems into its advertising ecosystem. In September, Google transitioned certain Search campaigns to its AI Max system, which automates asset creation and broad match settings. The hotel industry is also being integrated into these AI-driven formats, where Google’s AI manages search matching, ad text generation, landing page selection, and bidding based on live rates and availability.