In May, Meta CEO Mark Zuckerberg floated a world where AI could run the entire ad process—from making creative, targeting, and tracking sales. On a podcast with Stratechery’s Ben Thompson , Zuckerberg called it “a redefinition of the category of advertising.”

Industry executives read it as a threat to disrupt ad agencies.

Fast forward to Meta’s closed-door Agency Summit in New York this week, and the message looks markedly different. According to the event agenda, reviewed by ADWEEK, Meta said it was “doubling down on our commitment to agencies by focusing on building agency resources and tooling with growth in mind.” Meta highlighted its existing AI-powered offerings to advertisers—like the Instagram Creator Marketplace and Partnership Ads Hub—and handed out free training vouche

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