Meta quietly made an unusual addition to its Ads Manager toolset last month, by incorporating an AI agent tool called Manus.
It’s intended to help plan and execute ad campaigns on Facebook and Instagram — and offers a concrete example of how the company is attempting to realize founder Mark Zuckerberg’s ambition to subsume all ad buying and planning by the end of the year.
For some, the integration was heralded a major event – an omen that agentic AI would soon absorb the work of media planners and buyers. “Autonomous media buying is no longer theoretical,” warned Viant’s CEO, Tim Vanderhook.
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