NEW YORK - US social media company Meta aims to enable brands to fully create and target ads using artificial intelligence by the end of next year, The Wall Street Journal reported on Monday.

"Meta's ad platform already offers some AI tools that can generate variations of existing ads and make minor changes to them before targeting the ads to users on Facebook and Instagram. Now, the company aims to help brands create advertising concepts from scratch," noted the report.

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AI-powered advertising is part of Meta Chief Mark Zuckerberg's grand vision for his company's evolution, according to the report. Advertising makes up the bulk of Meta's business – it brought in more than 97 percent of overall revenue in 2024 – and funds its multibillion-dollar investments in AI chips and data centers, and for training cutting-edge AI models.

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"Using the ad tools Meta is developing, a brand could present an image of the product it wants to promote along with a budgetary goal, and AI would create the entire ad, including imagery, video and text. The system would then decide which Instagram and Facebook users to target and offer suggestions on budget," added the report.