Meta Targets Advertisers on Its Social Media Platforms with AI Dubbing

As part of Advertising Week 2025, Meta announced several new AI features targeting small and mid-size businesses and advertisers, focusing on AI-enhanced advertising performance, generative content creation, and scaling creator partnerships.

The company is broadening its suite of creator tools and AI infrastructure around ad management, multilingual content, and global brand partnerships. Meta also touts its AI agent integration to streamline both the sales pipeline and campaign management, including media assets.

Advertisers on Facebook and Instagram will now be able to “easily optimize their video creative for new international or multilingual audiences” with AI dubbing. However, the same AI dubbing feature was actually introduced already in August 2025 as a tool allowing creators to dub short-form videos for Instagram and Facebook users.

The tool synthesizes the creator’s own voice in the target language and uses a lip-syncing feature, initially supporting English-to-Spanish and Spanish-to-English dubs. The difference is that this new announcement from Meta targets specifically creators with translated content for advertising purposes.

These creators can now also view detailed traffic metrics for localized videos, and viewers (i.e., potential shoppers) can toggle the translation feature on or off in their feed. For professional use, creators with over 1,000 followers can upload up to 20 of their own translated audio tracks via the Meta Business Suite.

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Within the larger context of AI tools for advertising, Meta’s newly launched “Business AI” serves as a 24/7 sales concierge, a de-facto AI agent that leverages existing business data from social posts and websites for customer support and aids in the shopper’s journey — in and outside of Meta.

“Building on our work to deliver the outcomes advertisers value most, today we are announcing Meta AI business assistant… built to help marketers optimize campaigns, resolve account issues, and receive personalized recommendations—24/7,” explained the announcement.

While the AI dubbing feature appears to be essentially unchanged since it was first announced in August, what is new is Meta’s integration of features like this into its Ads Manager and Business Support Home.