Meta Launches AI Tools to Help Brands Find Creators

#Technology #AI News #AI Tools 29 Mar. 2025

Meta Launches AI Tools to Help Brands Find Creators

By Frozen Light Team

Meta has launched a new AI-powered tool for Instagram. They’re promising better creator matching, smarter campaigns, and faster ways to run influencer marketing.

After writing about all the big AI news this week, this Meta launch follows the same strategic move we saw from Google's Gemini 2.5, OpenAI's 4o image generator, and Microsoft's AI agents: take what we’re already good at—and add AI to level it up.

Yep, let’s see how AI can make it better, faster, easier. In this case, AI steps in to analyse data quickly and cross-reference information that wasn’t available (or even possible to connect) before.

What’s New?

Meta didn’t build something new from scratch—they simply upgraded what was already there.

Here’s what’s actually new:

🧠 AI-driven matching: You can now search for creators based on keywords, interests, and campaign goals. Want a Berlin-based vegan who speaks Gen Z and posts Reels daily? AI’s on it.
🔍 Smart filtering: No more endless scrolling. AI finds creators that match your tone, audience, and campaign type.
📈 Performance predictions: Meta says it can now tell you how a campaign might perform before you even launch it.
📋 Richer insights: More creator data—like audience stats, previous collabs, and engagement trends—all within Meta’s own platform.

It’s slicker, faster, and more automated.

What’s in It for You?

If you’re in marketing or sales, here’s what changes:

Less manual searching, more AI suggestions
Better targeting—if you trust Meta’s data
One more reason to stay inside their platform

But let’s be honest: this only helps if you’re already using Meta for your influencer work.

It’s their data, their tools, their creators—and now, their AI intern helping to run the show.

We are quite sure—we might be downgrading this. It could be a huge thing for Meta customers and users.

If you’re one of them and you have examples, please share them in the comments.

But from our seat? It feels like a fresh sprinkle of AI dust on top of an old workflow.

The Frozen Light Perspective

Let’s call it what it is: this isn’t groundbreaking. It’s an investment in a loyalty program disguised as AI.

Meta doesn’t want to change how influencer marketing works—they want you to think it’s smarter so you keep spending money in their system. And honestly?

That’s how it should be. Companies should be making their products, services, and overall experience better using AI.

But the thing we really care about? The word creator. And the fact this platform is built to support creators.

Yes, the human kind.

Remember them? The people who create value by sharing information and perspective?

There was no mention of AI creators or tool builders here—just a real investment in people.

We know no one else noticed, but we did. And it warmed our frozen hearts.

While everyone else is busy debating whether AI can actually create, Meta quietly launched a whole new push to support the human side of creation.

So smile. Because we’re still the creators—even when we use AI. Just like we do here, with Alex, our AI teammate. That thing is doing the heavy lifting—but the creative still comes from us.