# Meta and TikTok announce new agentic AI advertising features > Source: > Published: 2026-10-09 09:55:15+00:00 It’s Advertising Week in New York, and both Meta and TikTok have announced new advertising features that move them further into the world of agentic AI. Meta’s business assistant is getting a memory. It will remember past campaigns, seasonal patterns and the goals advertisers have set, and Meta is testing tools to upload strategy documents and brand guidelines. More importantly, the assistant can now take action: it can generate creative, adjust targeting and move budgets in response to chat prompts. Scheduled performance reports and alerts are also in testing. Ads Creative Studio, which suggests creative edits based on campaign performance, is opening up to more advertisers. Meta’s Ads MCP server is also expanding, so you’ll be able to use third-party AI tools to build and run campaigns. Checkout inside Meta AI and Messenger conversations is being trialled, including with Shopify. As for TikTok, the company seemingly wants to compete with Meta’s AI assistant app Muse, which has passed 5m downloads. TikTok has launched a conversational Shopping Assistant that remembers what users want and recommends products, plus checkout without leaving the app. For artist teams, this continues a shift [we’ve been tracking](https://musically.com/2026/09/18/advertising-campaigns-handled-by-ai-are-on-the-rise/): AI is taking on more of the hands-on work in advertising, and we think there are opportunities for music too, from faster campaign reporting to fans buying merch straight from an AI conversation. However, as always, music teams need to use these tools wisely, as their budgets are much smaller than brands’. Handing those budgets over to opaque platform automation is still risky. The MCP expansion offers more control, because teams can run Meta campaigns from their own AI assistant using their own fan and streaming data. **How can artist teams put this to work?** **Brief the assistant before it touches spend:** When Meta’s import tools arrive, upload the artist’s tone of voice, the rollout calendar and learnings from past campaigns. That way its idea of seasonality matches your release cycle rather than retail calendars.**Make your merch agent-ready:** Shopping assistants can only recommend products they can see. Keep your Shopify catalogue synced to Meta and TikTok Shop (where it makes sense) with full descriptions, formats and variants.