Meta just gave small businesses their own version of Muse, its AI advertising agent.
The new small-business edition of Muse can connect directly to a company's Instagram and Facebook ad accounts and pull in analytics. That means the agent can work from actual campaign performance data rather than generic prompts when it suggests or builds ad creative. Meta has not said what the agent can or can't touch inside those accounts, what it costs, or how widely it's rolling out beyond the announcement itself.
This fits a pattern the whole ad industry is chasing: Google's Performance Max and Meta's own Advantage+ campaigns already automate targeting and creative decisions behind the scenes. Folding that into a chat-style agent aimed at small businesses lowers the skill floor for running ads, which matters most for shops without a marketing hire. It also deepens how much of the ad-buying process sits inside Meta's own black box.
Giving an AI agent read access to your ad account and analytics is one thing. Whether its suggestions beat a spreadsheet and a Tuesday afternoon of manual tweaks is still an open question.