The Agentic Shift: How Meta Is Building the Infrastructure for AI-Powered Marketing

Segment 1: Scene-Set (5 min)

From Automation to Agents: What's Actually Changing

A brief introduction grounding the audience in the agentic shift across marketing — how consumer behavior is evolving with AI, how the technology landscape is changing, and what this means for how brands reach, engage, and convert customers. Sets up the two deeper sessions that follow.

Segment 2: Agentic Advertising Tools (15-20 min)

Opening the Ad Stack: Making Meta's Platform Agent-Ready

How Meta is enabling AI agents to interact with its advertising platform on behalf of advertisers and agencies — including tools, APIs, and developer infrastructure that are already in market. Covers Meta's approach to agent-assisted campaign management, what early adoption looks like, and how we're thinking about the balance between agent autonomy and human oversight.

Segment 3: Business AI Agents (15-20 min)

Beyond Chatbots: AI Agents That Understand Your Business

How Meta is building AI agents that go beyond customer service — agents that can help businesses with insights, content, and customer engagement across Meta's surfaces. What does it look like when a business has an AI partner that understands its customers, products, and goals? Covers the vision from small business to enterprise, and how these capabilities connect to the advertising tools in Segment 2.

Segment 4: Moderated Q&A (10-15 min)