Meta has announced new artificial intelligence (AI) features designed to help small businesses analyse their performance, optimise advertising campaigns and make data-driven decisions.
The company said the new features would enable small businesses to use Meta AI as a digital partner for understanding their operations, identifying growth opportunities and automating some routine tasks.
Meta said the features were being introduced across Meta AI on meta.ai, the Meta AI mobile application and its new Meta AI desktop application.
According to the company, businesses can now allow Meta AI to work directly with their Facebook and Instagram accounts, Meta advertising campaigns and Google Workspace applications, including Gmail, Docs, Sheets and Slides.
Meta said access to these sources would enable the AI assistant to provide more specific insights based on a business’s own content, audience engagement and advertising performance.
The company said businesses could ask Meta AI questions about their Facebook and Instagram performance and receive recommendations based on metrics such as reach, saves, shares, comments and profile visits.
For example, businesses could ask Meta AI to identify the types of content that performed best over a particular period and recommend changes that could improve future engagement.
Meta said the tool could also provide recurring reports and reminders, allowing business owners to receive regular updates without having to manually compile the information.
The company said another feature would enable small businesses to assess their performance against comparable brands by analysing publicly available content and engagement patterns on Facebook and Instagram.
According to Meta, businesses could ask the AI tool to benchmark their organic performance against selected competitors or similar brands, identify gaps and suggest ways to improve their presence on the platforms.
Meta said the AI capabilities would also extend to advertising, allowing businesses to review their Meta ad campaigns and identify patterns in their performance.
The company said Meta AI could analyse advertising data to identify audiences delivering the strongest results, examine characteristics shared by high-performing ad sets, determine which creative content was losing traction and identify areas where advertising budgets could be used more effectively.
Businesses could also ask the AI to turn its analysis into business materials, including presentations, documents and spreadsheets.
Meta said, for instance, a business could request an analysis of its advertising performance over a 90-day period and ask the system to convert the findings into a three-slide presentation for sharing with its team.
The company said the integration of Google Workspace would further enable businesses to use information from their existing business documents and data alongside information available on the web.
Meta said the new capabilities were part of its broader effort to make AI more useful to small businesses, particularly businesses that may not have dedicated teams for data analysis, marketing or business intelligence.
The company also highlighted its new Meta AI desktop application for Mac, which allows users to share a window during an AI session and receive advice based on the work displayed on the screen.
The application also includes built-in dictation that works across applications on Mac computers.
Meta said early testing among small businesses had shown positive feedback, with businesses highlighting the ability of the AI to generate recommendations based on their own content, performance and audience rather than relying solely on generic business advice.
The company said the new features would complement its existing business-focused AI products, including Meta Business Agent and Meta AI business assistant.
Meta said the developments were only the beginning of its efforts to build AI tools capable of helping small businesses operate more efficiently and identify new opportunities for growth.
The company said the integration of business data, advertising performance, social media analytics and productivity tools could give small businesses a more comprehensive view of their operations while reducing the amount of time spent manually collecting and analysing information.
The new features are expected to be rolled out progressively, with availability depending on the specific Meta AI product, account and market.
