One agreement up front: every performance number that comes from the platforms themselves we label as self-reported. Not because they lie, but because nobody has verified them.
Meta: Brand Memory, or “draw like us, only new”
At Cannes Lions on June 23 Meta showed a complete creative loop inside Ads Manager 1. The headline feature, Brand Memory, reads roughly 18 months of a brand’s best-performing ads, memorizes the colors, tone and style, then generates new variants that stay inside that identity 2,3.
Availability: closed testing via the Tools tab in Ads Manager, with a wider rollout promised by the end of 2026 3. Price: part of the ad account, not sold separately. WPP was the first holding company to integrate it into its WPP Open platform 4.
Self-reported: Meta’s language models already handle about half of ad moderation and make 13% fewer errors than humans; average ad return is $4.13 per dollar 3. We treat this with respect and do not copy it into our decks without a caveat.
Google: image first, then video
Google describes a workflow it calls the Nano-to-Veo Pipeline: generate a “hero image” in Nano Banana Pro, then bring it to life as video via Veo, right inside Asset Studio 5. Per Google’s advertiser guide, 33% of marketers already use AI tools for creative, another 49% are testing them, and the volume of creative assets grows roughly sixfold after adoption 5.
Self-reported: Demand Gen campaigns that include both video and images deliver 20% more conversions at the same CPA (cost per target action) compared with video-only campaigns 5.
The Veo 3.1 model is generally available: text, image or video in, up to 4K out, clips of 4–8 seconds 6.
TikTok Symphony: from brief straight to video
TikTok has gathered its tools under the Symphony brand: Creative Studio, Automation, a public API and Symphony Agent, which turns a text brief into a finished clip 7. Creative Studio runs on licensed assets, including from Getty Images, so the question “can we use this commercially” is closed by the platform. Generated content is automatically labeled as AI 8.
Startups: AdAI as an example
On September 11 New York-based AdAI launched a platform where AI agents rework existing ads in seconds from a brand’s available assets and pull performance data from Meta and Google 9. There will be many products like this, and each will promise “an agency at AI speed”. Judge them not on the demo but on whether the tool can work with your performance data, not just your pictures.
The flip side: junk grows along with creative
54% of advertisers say generative AI has contributed to a decline in media quality in programmatic, and sites created solely to show ads (MFA, made-for-advertising) still receive 15% of open exchange impressions, Basis reports citing DoubleVerify and Jounce Media 10. That is exactly what Microsoft Advertising’s new rules on mandatory watermarks and provenance metadata for AI creative respond to 11.
What about Ukraine
What is available. What follows is not press releases but what Wideworks media buyers see in Ukrainian accounts as of mid-September. Google Asset Studio with image and video generation works in Ukrainian Google Ads accounts, as do all AI features of Performance Max and Demand Gen. Meta Advantage+ Creative with background and text variant generation is available to Ukrainian advertisers. Brand Memory is not in Ukraine yet, because the test is closed for everyone. TikTok Symphony is formally available, but TikTok Ads in Ukraine works through a limited set of formats and intermediaries, so check in the account, not in the press release.
What this changes for agencies. In Ukraine the global platforms Google, Facebook and Instagram take 69% of display budgets, per IAB Ukraine 12. So the AI creative of these three platforms already affects two thirds of the Ukrainian market today, not “someday, when it reaches us”.
What is missing. There is no Ukrainian research on the share of AI creative in campaigns. Google’s 33% and 49% refer to a global sample. In Wideworks’ experience, in Ukraine AI generation is most often used for static banner variants and resizes, not for video, because the quality of AI video in Ukrainian and with Ukrainian realities is still unstable.
Language. This is the main limitation the platforms do not write about. Text generation in Google and Meta works in Ukrainian, but worse than in English: cases break, gender and number get confused. Every generated text needs a human to read it before launch.
What to do about it
- Turn on AI generation for statics and resizes; there it saves hours and does almost no harm.
- Generate video and Ukrainian-language copy as a draft, not as a final.
- Add a “provenance and watermarks” item to your creative approval process. Microsoft requires it already; the rest will.
Sources
- ↑Meta for Business — Cannes 2026: crossing the AI threshold
- ↑Adweek — Meta bets on AI creative tool and creator infrastructure
- ↑Noah Intelligence — Meta enhances AI-driven advertising tools at Cannes
- ↑MMM Online — Meta launches complete AI creative ad ecosystem
- ↑Google — Generate and scale creative assets with Google AI
- ↑Google AI Studio — Veo 3
- ↑TikTok for Business — TikTok Symphony AI creative suite
- ↑TikTok for Business — Symphony Creative Studio
- ↑Business Insider / Yahoo Finance, 11.09.2026 — AdAI launches to automate digital ad creation
- ↑Basis — 7 programmatic advertising trends shaping 2026
- ↑Search Engine Land, 14.09.2026 — Microsoft Advertising sets rules for AI-generated ads
- ↑IAB Ukraine — Ukrainian internet advertising market estimate, 2025, figures as summarized by Inweb
