Meta says that from 16 December 2025 it'll use what you ask Meta AI (text or voice) to personalise the content and ads you see across Facebook and Instagram. Sensitive topics are excluded, and there's no hard opt-out. Translation: the prompts you type become first-party intent signals for targeting and recommendation. Scale matters here-Meta says a billion people now use Meta AI monthly.

Why marketers should care: if you run paid on Meta, expect new, very "now" audience proxies to show up implicitly in delivery. Creative + feed-native assets that map to real, conversational intent should perform. UK/EU teams won't get the same juice (yet), but global brands will feel this shift immediately.

Top 5 Other Stories You Should Care About

OpenAI launches Sora 2 (plus a social app)

Sora 2 promises more realistic motion, shot-to-shot control, synced dialogue/SFX, and an "upload yourself" cameo feature. There's also a new invite-gated iOS app with a curated feed and tools to control your likeness. Rollout begins in the US/Canada; API to follow. OpenAI

Why marketers should care: storyboard-to-spec spots just got closer to "good enough" for social. 

Chat becomes checkout: OpenAI's Instant Checkout + Agentic Commerce Protocol

ChatGPT can now complete purchases (starting with US Etsy; Shopify "coming soon") via an open "Agentic Commerce Protocol" co-developed with Stripe. OpenAI

Why marketers should care: conversational discovery + native purchase is the new landing page. Prep product feeds, attribution, refunds and CX for agent-mediated orders.

Google's AI search keeps shifting the funnel

Google confirmed ads can appear around AI Overviews and are coming to AI Mode; kickstarting the next chapter of SEO, AIO. Google Business

Why marketers should care: Your ads will increasingly show up inside AI-generated answers, not just blue links. To stay visible, feed Google clean product data, give it flexible creative, and measure carefully-otherwise you'll spend more and learn less.

Meta's Ray-Ban "Display" smart glasses hit US shelves

A $799 pair with a one-eye display for nav/notifications, on-device AI, camera, open-ear audio-and a demo programme rolling out at retail. Launch stutter at Connect aside, this is Meta's bet on ambient, glanceable AI. TechRadar

Why marketers should care: POV content creation and "assist me in-the-moment" use-cases will shape OOH, retail and live events. 

Italy becomes the first EU state to adopt a national AI Act implementation law

Italy passed Law No. 132/2025 to pre-align national rules with the EU AI Act, covering supervision and support for AI innovation ahead of full EU enforcement. A&O Shearman 

Why marketers should care: localisation matters. Pan-EU campaigns with generative assets will need jurisdiction-specific checks sooner than you think.

One Tool We're Trying - Creative IQ (from Singular)

What is it? Creative IQ is part of Singular's ad suite. It uses AI to tag and categorise your ad creatives based on what's actually in the asset (faces, objects, text, style), run deeper analysis of A/B test results, spot correlations between visual elements and performance, and visualise side-by-side comparisons. Singular

How does it work? Instead of you guessing "maybe ads with blue backgrounds work better," it shows you patterns (e.g. "green CTAs vs red CTAs," "face vs no face," "product close-up vs lifestyle scene") across your history. You get to skip manual tagging, clear insight faster, and let your creative team lean into what actually moves the needle.

Why marketers should care:  Data meets design language: for once, you don't have to choose between "I trust our visual intuition" and "I trust the numbers." Creative IQ helps you align both.

Verdict: "Worth a play - especially for mid-to-large accounts." If you have enough ad volume to accumulate patterns, this can turn your creative insights from "gut feel" to "evidence."

Meme of the week 

With the launch of OpenAI’s Sora app, people decided the primary use should be to make videos of Sam Altman doing weird things. Thank you internet! 

Source.

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