Meta has officially launched a new AI-powered ad targeting system, designed to help advertisers reach users with greater precision while reducing reliance on third-party data. As privacy rules continue to evolve and cookie-based tracking becomes less reliable, Meta is turning to artificial intelligence to maintain its position in the digital ad space.

The system, called AI Core Targeting, uses machine learning models trained on billions of anonymized signals within the Meta ecosystem—including user behavior, engagement patterns, and content preferences—to predict which ads are most likely to perform. Advertisers can now tap into a smarter engine that automatically adapts in real time as audiences shift and behaviors change.

Unlike older methods that relied heavily on demographic filters or interest targeting, the new AI model focuses more on predictive performance. Meta claims that early tests have shown improved conversion rates and lower cost per action (CPA) for brands that adopt the new system.

This shift reflects a broader industry move toward privacy-safe personalization, where platforms use internal data to serve relevant ads without tracking users across the web. Meta’s AI solution is expected to help brands maintain performance while complying with regulations like GDPR and Apple’s ATT framework.

In addition to ad delivery improvements, Meta has also rolled out new analytics tools to help advertisers better understand how AI is optimizing their campaigns—offering insights into what signals are driving results, without exposing individual user data.

As we move into a cookieless future, Meta’s new AI targeting system could become a blueprint for how platforms balance privacy, performance, and personalization in digital advertising.