Meta’s AI business assistant is now resolving account issues 20% faster, its Q1 earnings call revealed.
With the assistant having been fully deployed in the last quarter, this allows the social media conglomerate's advertisers to manage campaigns more efficiently, access tailored recommendations, and resolve common issues without relying on human support.
This positions the assistant as part of a broader automation layer across advertiser workflows, with the tool operating directly inside day-to-day support, optimization, and campaign management rather than as a standalone feature.
Susan Li, CFO at Meta, highlights the success of the assistant in Q1 as it delivers practical value across advertisers’ workflows, simplifying key tasks and improving how they run and optimize campaigns at scale.
“We are also leveraging AI to make it easier for businesses to manage their customers, develop ad creative, and engage with customers,” she explained.
“The Meta AI business assistant has now been fully rolled out to all eligible advertisers on supported Meta buying services, providing personalized recommendations to advertisers, resolving account issues, and surfacing campaign insights to help optimize results.”
Meta’s AI Business Assistant Records 20% Improvement
With Meta’s AI business assistant having moved from testing to deployment, this tool now operates at scale with its core ads platform as a support and optimization layer.
“Performance has been strong since we began testing the assistant in Q4, with common account issues being resolved at a 20% higher rate,” Li continued.
The assistant is now capable of handling millions of advertiser interactions weekly, seeing a strong growth in comparison to the previous quarter.
These measurable gains indicate a stronger first-line resolution with human intervention, with the assistant now handling routine advertiser problems, offering tailored recommendations, and surfacing campaign insights, all in one place.
As a result, this reduces friction in managing ad accounts and lowers the need for manual troubleshooting or support escalation, signaling that the system is effectively dealing with repeatable, high-volume issues that slow down campaigns.
Faster Issue Resolution in Campaign Workflows
For marketing teams, this changes how brands interact with Meta’s platform, meaning instead of relying as heavily on support channels or manual analysis, they can resolve issues faster and act on real time guidance within the workflow.
The 20% improvement in issue resolution suggests that more problems are being handled instantly or on first contact, meaning campaigns are less likely to stall due to account errors, policy flags, or setup mistakes.