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Meta Wants AI to Handle Every Part of Ad Creation. Here’s What That Means

This move can impact all Instagram and Facebook subscribers and the future of the global advertising industry.

Meta is diving even deeper into artificial intelligence. According to an exclusive Wall Street Journal report released Monday, the company behind Facebook and Instagram is developing AI systems that could eventually fully automate the process of creating and buying ads on those popular sites. This means no human copywriters, designers or media buyers will be involved. 

It’s a controversial move that could shake up the $600 billion global ad industry. The announcement also raises fresh questions about creativity, accuracy and the future of marketing jobs. 

A representative for Meta did not immediately respond to a request for comment.

Read more: What Is Meta AI? Everything to Know About the Tech Giant’s AI Tools

How would this work?

Seemingly, Meta’s end goal is to create a system that lets businesses simply explain their product or marketing ideas, alongside a budgeting goal, to the AI-driven ad tools and then the machine takes over from there. That means AI generates ad copy, visuals, targeting strategies and even media placement decisions, all without human intervention.

In the short term, this would start with AI making suggestions or streamlining parts of the ad process. But over time, Meta reportedly wants AI to be capable of managing entire campaigns on its own, from start to finish. 

Meta’s spokesperson told the Journal that advertisers would remain «in control» of their campaigns, but the broader vision paints a future where AI is the creative director, media planner and performance analyst all in one.

Meta is all in on AI

AI is central to Meta’s long-term strategy. CEO Mark Zuckerberg has called AI the company’s «single largest investment area,» and with competitors like Google and Amazon also building AI-powered ad systems, Meta is racing to claim its stake in the game. 

This also aligns with Meta’s broader ambitions to weave AI across its platforms. Meta has already integrated its Meta AI chatbot across Instagram, Facebook, Messenger and WhatsApp, explored creating AI avatars on Instagram, and worked generative AI tools into its apps, so automating advertising is just one more piece of a much larger puzzle.

Read more: How to Opt Out of Instagram and Facebook Using Your Posts for AI

Can anyone benefit from this move?

The effort builds on Meta’s existing suite of AI-powered ad tools, like Advantage+ and generative tools introduced in 2023. Those features already allow marketers to automatically create image backgrounds, write copy variations and test ad formats. What’s coming next could push those tools into full autonomy.

According to Meta, this isn’t just about improving efficiency, it’s about scale. Meta claims small businesses would be the key beneficiary of this AI approach, especially those lacking the time or resources to hire marketing teams. The idea is that AI can level the playing field between small businesses and multi-million dollar companies. 

«In the not-too-distant future, we want to get to a world where any business will be able to just tell us what objective they’re trying to achieve, like selling something or getting a new customer, how much they’re willing to pay for each result, and connect their bank account and then we just do the rest for them,» Zuckerberg said during Meta’s annual shareholder meeting last week. 

While Zuckerberg is calling this «a redefinition of the category of advertising,» critics are already raising concerns. 

Mainly, media and ethics experts warn that fully automating ad creation could open the door to misinformation, biased targeting and further erosion of accountability in digital advertising. AI isn’t immune to mistakes or manipulation, and can be used to spread harmful messaging, such as AI-generated deepfakes. 

Read more: Trump Signs Bill Banning Deepfakes, Nonconsensual Images

What can this mean for advertising agencies and jobs?

Critics are not just concerned with the accuracy for AI-driven ads, they’re also worried about the future of traditional ad agencies and marketing jobs. 

Meta claims that its focus on AI-driven ads is not intended to wipe out ad companies and their employees. Alex Schultz, the chief marketing officer and vice-president of analytics at Meta, has said these AI systems are meant to assist ad agencies and he doubled down on the claim that this will be an asset to small and medium-sized businesses.  

«We believe in the future of agencies,» Schultz wrote in a recent LinkedIn post. «We believe AI will enable agencies and advertisers to focus precious time and resources on the creativity that matters. While we think there will ultimately be more automation in marketing, the role that agencies play is going to become ever more important through their ability to plan, execute and measure across platforms.»

What can this mean for Instagram and Facebook users?

If you’re a business owner, marketer or even just a regular social media user, you’re going to feel the ripple effects. You can expect to see more ads that were built by AI machines and possibly tailored to your interests in ways that feel more personal, even if no human ever touched them.

Technologies

AirPods Pro 3 vs. AirPods Pro 2: Should You Upgrade?

Here’s a look at the key differences between Apple’s latest flagship noise-canceling earbuds compared with their predecessor.

With Apple releasing the AirPods Pro 3, folks who already own the AirPods Pro 2 may be wondering whether it’s worth upgrading. 

A good portion of my full review of the AirPods Pro 3 is devoted to discussing the differences between the two models. Here’s how I conclude my review: «Several new features, such as Live Translation, will be available for the AirPods Pro 2, so many AirPods Pro 2 owners won’t feel the need to upgrade right away. But if you’ve been using AirPods Pro 2 for a while, it might be worth passing them on to a friend or relative and upgrading to the Pro 3s.»

Read more: Best wireless earbuds of 2025

AirPods Pro 3 vs. AirPods Pro 2: What’s stayed the same

  • The AirPods Pro 3’s list price is still $249 (£219, AU$429). That wasn’t a given with all the uncertainty surrounding the Trump administration tariffs, but we’ll see how the price shakes out on Amazon and other retailers, where AirPods models often get discounted.
  • The AirPods Pro 3 are powered by Apple’s H2 chip, the same one that powers the AirPods Pro 2, AirPods 4 and Beats Powerbeats Pro 2. Rumors pointed to an H3 chip, but that didn’t happen. 
  • No new color options; white is still the only option.
  • The AirPods Pro 3 stick with Bluetooth 5.3, just like the AirPods Pro 2 (though some true-wireless earbuds have already jumped to Bluetooth 6.0).
  • The buds still feature a MagSafe charging case with USB-C and wireless charging. However, no USB-C charging cable is included (Apple also left out a charging cable with the AirPods 4, though most people have a USB-C cable). 

AirPods Pro 3 vs. AirPods Pro 2: What’s changed

  • While they look similar to the previous model, the AirPods Pro 3 have been redesigned. Their geometric shape has changed a bit, with the angle of the bud shifted. They’re the same length but slightly smaller width-wise, slightly larger depth-wise and weigh a touch more (5.55 grams vs. 5.3 grams on the AirPods Pro 2).
  • The AirPods Pro 3 come with new foam-infused silicone eartips in five sizes, including a new extra-extra small size.
  • The AirPods Pro 3 are equipped with heart-rate sensors like the Beats Powerbeats Pro 2.
  • 2x better noise cancellation compared to the AirPods Pro 2, according to Apple.
  • While the AirPods Pro 3 have 10.7mm drivers like the AirPods Pro 2, those drivers have been upgraded to take advantage of the buds’ new multiport acoustic architecture, which moves more air through the buds and improves sound quality.
  • The AirPods Pro 3’s microphones have been upgraded.
  • The AirPods Pro 3’s Transparency Mode has been enhanced.
  • New Live Translation feature (also available for the AirPods Pro 2 and AirPods 4 series, but not the Beats Powerbeats Pro 2).
  • The AirPods Pro 3’s battery life has improved to 8 hours with noise cancellation on and up to 10 hours in Hearing Aid mode with transparency on. The AirPods Pro 2 are rated for up to 6 hours of battery life with noise-canceling on.
  • Instead of being IPX4 splash-proof like the AirPods Pro 2, the AirPods Pro 3 got an IP57 rating (so did their charging case), which means they can withstand a sustained spray of water. (I poured water on them and they survived just fine.) They’re also dust-resistant.
  • The AirPods Pro’s case now includes a U2 chip, boosting Precision Finding range in the Find My app by 1.5x (requires an iPhone 17). The AirPods Pro 2’s case has the U1 chip.
  • Like with the AirPods 4, the AirPods Pro 3’s case no longer has a button for Bluetooth pairing. You simply double-tap on the front of the case to put the buds into Bluetooth pairing mode. The AirPods Pro 2 have a physical button for Bluetooth pairing. 

The AirPods Pro 3’s new geometric shape and eartips are among the biggest changes

While the AirPods Pro 3 and AirPods Pro 2 look very similar at first glance, they do feel different in your ears. That’s because the AirPods Pro 3’s new eartips are made of silicone but infused with foam toward the front of the ear tip. Also, the angle of the bud has been adjusted so the eartips point more directly into your ear canals. 

If you’re someone who couldn’t quite get a good fit with the original AirPods Pro or Pro 2, the new design could very well help you get a snugger, more secure fit. The fact is that a tight seal is crucial for optimal sound and noise-canceling performance, and Apple redesigned the eartips to make sure users could hear the sound and noise-canceling upgrades with the AirPods Pro 3.

Alas, the new AirPods Pro 3 tips don’t work with earlier AirPods Pro models; they attach differently. 

Do you really need the AirPods Pro 3’s heart-rate monitoring?

I personally don’t feel that heart-rate monitoring is a must-have feature, particularly if you already own a smartwatch with the feature. But for some folks, it will be a welcome addition. The heart-rate sensors have been custom-designed for the AirPods Pro 3 (they’re Apple’s smallest heart-rate sensors) and aren’t identical to the ones in the Powerbeats Pro 2, but the experience using the heart-rate monitoring feature is the same.

How much better are the AirPods Pro 3 than the AirPods Pro 2?

It’s always hard to put an exact percentage on how improved one generation of a product is to the next, and there are always some people who will prefer the older model for whatever reason. But for me, the AirPods Pro 3 are about 20-25% better. 

While they both use the H2 chip, the newest AirPods have been redesigned on the outside and inside, and most people should notice the improvements to sound quality, noise cancellation and fit. 

If you own the original AirPods Pro, I wouldn’t hesitate to recommend upgrading, especially if your battery life has decreased. 

If you’re happy with your AirPods Pro 2, there’s no hurry to upgrade unless your battery life has become an issue (some people have the older AirPods Pro 2 with a Lightning connector for charging instead of USB-C). The previous generation supports most of the same features as the AirPods Pro 3 (aside from heart-monitoring), including Live Translation and Hearing Aid mode.

It’s worth pointing out that the AirPods Pro 3 offer slightly better speech clarity for Hearing Aid mode (with Automatic Conversation Boost) and better battery life — up to 10 hours with Transparency and Hearing Aid mode. That makes the AirPods 3 the better choice if you have small to moderate hearing loss and plan to use your AirPods as hearing aids. 

AirPods Pro 2 vs. AirPods Pro 3 vs. AirPods 4 with ANC spec comparison

AirPods Pro 2 AirPods Pro 3 AirPods 4 with ANC
Weight (each earbud) 0.19 ounce (5.13 grams) 0.20 ounce (5.5 grams) 0.15 ounce (4.3 grams)
Weight (case) 1.79 ounces (50.8 grams) 1.55 ounces (43.99 grams) 1.22 ounces (34.7 grams)
Water resistant IPX4 IP57 IP54
Sensors Skin-detect sensor, Optical in-ear sensor, Motion-detecting accelerometer,
Speech-detecting accelerometer, Force sensor
Skin-detect sensor, Optical in-ear sensor, Motion-detecting accelerometer,
Speech-detecting accelerometer, Force sensor, heart-rate sensor
Optical in-ear sensor, Motion-detecting accelerometer,
Speech-detecting accelerometer, Force sensor
Microphones Dual beamforming microphones, inward-facing microphone Dual beamforming microphones, inward-facing microphone Dual beamforming microphones, inward-facing microphone
Chip H2 H2 H2
Conectivity Bluetooth 5.3 Bluetooth 5.3 Bluetooth 5.3
Active Noise Cancelation,
Transparency mode
Yes Yes Yes
Conversation Awareness,
Adaptive Audio
Yes Yes Yes
Voice Isolation,
Personalized volume
Yes Yes Yes
Battery life Up to 6 hours
+30 hours with case
Up to 8 hours
+24 hours with case
Up to 5 hours
+30 hours with case
Wire in box Yes No No
Launch Price $249 $249 $179
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Technologies

The Autumn Equinox Is on Monday. Here’s What It Is and What to Know About It

The equinox marks the arrival of fall in the Northern Hemisphere on Sept. 22.

Are you ready for fall? The official arrival of fall is the autumnal equinox, which occurs in the Northern Hemisphere on Monday.

After a hot summer, the September equinox marks a welcome shift in the seasons for many folks. But what exactly is an equinox? It’s all about Earth and its relationship with the sun. Here’s how to understand, visualize and celebrate the autumnal equinox.


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When is the fall equinox?

This year, the autumnal equinox in the Northern Hemisphere falls on Monday, Sept. 22. If you want to be extra specific and mark it on your calendar, mark it for 11:19 a.m. PT.

Dates can shift slightly for equinoxes depending on the year, but it’s always around this time in September. The next vernal equinox in the Northern Hemisphere takes place on March 20, 2026, and will mark the start of spring.

What is the autumn equinox?

The meaning of equinox is right there in the name: a combination of the Latin words for equal and night. 

«There are only two times of the year when the Earth’s axis is tilted neither toward nor away from the sun, resulting in a ‘nearly’ equal amount of daylight and darkness at all latitudes,» the National Weather Service said in an explainer about the seasons. 

The Earth spins on an axis (imagine a line running from pole to pole) and the planet sports a jaunty 23.5-degree tilt. The tilt is what gives us seasons. As the Earth orbits the sun, the tilt means some areas of the planet get more direct sunlight than others. That’s how it can be summer in the Northern Hemisphere (tilted toward the sun) and winter in the Southern Hemisphere (tilted away from the sun) at the same time. During the equinox, the sun shines straight at the equator and gives equal love to the two hemispheres.

Other planets that are also tilted on their axes of rotation also experience equinoxes. The time scales can be very different, however. An equinox on Saturn only comes around about every 15 Earth years. That means each season lasts for over seven years on Saturn. It’s even wilder on Neptune, which has seasons that last decades. We can be grateful for the relatively short seasons on our planet.

What does an equinox look like?

Wherever you are on Earth on the day of the equinox (and whether it’s a spring or fall equinox, depending on which hemisphere you live in), the sun will rise as close to east and set as close to west as possible, making it a foolproof compass. Go outside and watch the sunset and sunrise, and make a note of the landmarks in front of the sun. That way, you’ll always know what exactly is west and east.

The two annual equinoxes also feature the fastest sunrise and sunset of the year, with the sun taking just a few seconds to appear and disappear. That’s because this is the steepest angle at which the sun rises and sets during the year.

How is an equinox different from a solstice?

As with equinoxes, solstices are associated with Earth’s tilt, but instead of daylight and nighttime being even, the days and nights are at their extremes. The winter solstice is the shortest day of the year, while the summer solstice is the longest. This year, the winter solstice for the Northern Hemisphere falls on Sunday, Dec. 21.

What does the equinox look like from space?

Earth-watching satellites up in orbit have a unique view of the equinox. A NASA Earth Observatory video shows Earth from space and how the positioning of the sun’s light shifts with the changing of the seasons. It’s a great way to visualize what’s happening during our planet’s orbit around the sun. 

Celebrating the autumn equinox

Equinoxes aren’t like eclipses or meteors. There isn’t a big wow moment when you see something spectacular. The fall equinox this year will look like any other day, but it’s a handy way to mark the changing of the astronomical seasons. You can go around and declare, «It’s officially the first day of autumn!» How you celebrate is up to you. Here’s a suggestion: Put on your favorite sweater, go for a scenic foliage drive, sip a pumpkin spice latte and keep an eye out for those giant Halloween skeletons.

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Technologies

Google Discover Gains Follow Button and Expands Content Sources

Google’s personalized news feed will feature a wider variety of content in the coming weeks.

Google Discover, Google’s personalized news feed, has largely remained the same since its introduction in 2018, but it’s now receiving some new and helpful features. 

On Wednesday, Google announced that Discover will soon expand the type of content found within the feed and allow you to follow publications and creators. You can find Google Discover in the Google app, and it will be built into the home screens of some Android phones. 


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Instead of just seeing a list of web pages to visit on your feed, you’ll soon see a mix of web articles, YouTube videos and social media posts from X and Instagram, effectively widening the net of content shown in Discover. 

Along with expanding content from more sources, Google Discover is allowing users to follow specific publishers and content creators using a «follow» button at the top right of each content card. 

Google says that tapping the publication’s or creator’s name will open a new page previewing the content that’s typically shared before you choose to follow the outlet. From our testing across multiple phones so far, it appears the feature is still rolling out. 

Your Google Discover feed should now allow you to follow content creators. A more diversified mix of content will roll out over the coming weeks. 

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