Rebel, AI in paid social advertising is moving faster than most of us can keep up with, and Meta now wants you to pay to see what it’s doing. AMS coach Becca Holloway breaks down Meta’s new Ads MCP connector and Meta One, plus the very human trend that might be paid social’s next big advantage.
About Becca Holloway
Becca Holloway is an award-winning social media consultant with 8+ years of experience in paid social, specialising in TikTok, Instagram and LinkedIn strategies. In her spare time, she runs a social media newsletter called The Social Line.
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“I do think it’s exciting. But you really have to have a good understanding of ads manager before you start, so you can check it’s doing what you’re expecting it to do.”
Becca Holloway
AI Is Now Running Your Paid Social Ads
Meta’s new Ads MCP connector hands the setup work to AI agents, so the click-by-click side of Partnership Ads could soon be done for you.
- AI agents can now create Partnership Ads and manage creator permissions directly, with no more manual setup
- For paid social specialists, it could speed up the tedious parts (bulk uploads, asset checks) while surfacing insights that used to sit buried in ad accounts
- Becca’s take: learn the manual workflow first, because you need to know what “right” looks like before you hand the reins to AI
- Expect a transition period where AI gets read-only access before anyone lets it make changes unsupervised
Meta One Is The Price Of Seeing Your Own Ad Data
Meanwhile, Meta launched Meta One, a paid subscription that puts tools that were previously free or piecemeal behind a paywall.
- Meta One runs from $14.99 up to $499 a month and gates tools like Competitive Insights and Custom Audience Insights, which were previously free or piecemeal
- For creator partnerships, creators could need a subscription just to show brands the data that qualifies them for a deal
- The tension: Meta is automating ad management with AI while charging more to see what is happening inside your own account
- Becca’s advice: know what you are actually paying for. Some of it (account safety, faster support) is genuinely useful, and some of it is just bundled extras
Employee-Generated Content Is Paid Social’s Next Advantage
The other trend Becca is watching is real people, on camera, showing up in your feed.
- M&S Director of Product Development Kathryn Turner went from 30 to more than 100,000 TikTok followers in eight weeks with behind-the-scenes videos, and Becca says her account now drives five times the engagement for the brand
- Becca’s research shows real people facing the camera consistently outperforming AI-generated animation-style ad content, even in traditionally buttoned-up B2B spaces
- It takes longer and more organisation than an AI shortcut, but the payoff in authenticity and results is bigger
- Expect brands to start pulling this organic trend into paid ads, not just keeping it organic
AI can run your ads faster, but the edge still belongs to marketers who know the manual work and put real people on camera.
If this is the first time you’re thinking about AI’s role in your own marketing, start with cutting through the AI hype.
Want to sharpen your ads fundamentals? Our course library is the place to start, with a revamped ads course on the way.