Meta Founder Mark Zuckerberg swears by generative AI and its impact on how brands advertise on Facebook and Instagram.

And it seems generative AI is working for Meta’s ad unit. For Q2, Meta reported total revenue of $39.07 billion, and 98% of it ($38.3 billion) came from selling ads.

One of the products advertisers are spending money on is Meta’s AI-powered Advantage+ umbrella of tools. “Advertiser adoption of these tools continues to expand, and we’re adding new capabilities to make them even more useful,” Meta CFO Susan Li said on the Q2 earnings call.

This holiday season, Meta is once again making a pitch for its AI tools, citing use cases and ways brands can make ads faster and reach the right target audience.

For instance, Meta has launched promo codes in ads—including offers for first time buyers—so brands can highlight discounts to enable faster checkout. Meta has also tweaked its reminder ads to include seasonal sales.

This fall, Meta will also begin testing the ability for advertisers to show ads to users most likely to shop in-store and highlight nearby locations to them. All these features can be clubbed with Meta’s AI enabled Advantage+ shopping campaigns. The idea is to give advertisers more options for ad formats in their campaigns, Meta said, so they can implement a creative diversification strategy on the ad manager.

On the earnings call, Li noted that generative AI will “make it easier for advertisers to develop customized and diverse ad creative.” This creative diversification seems to be the secret sauce that enables advertisers to get better results on Meta’s ads manager.

Retail Brew sat down with Meta’s head of industry, Karin Tracy, who oversees retail, fashion, and luxury practices across Facebook, Instagram, and Messenger, to learn more about creative diversification and Meta’s ad strategy going into the holidays.

Keep reading here.—VC

Here’s the thing about Black Friday Cyber Monday (BFCM): It’s pretty much the e-commerce Olympics. And y’know how athletes prep year-round to take home the gold? Well, you gotta do the same thing to crush BFCM.

Fortunately, Klaviyo’s here to help you prep for success. They’re hosting a live learning session on BFCM Offer and Promotion Strategy that can get your brand in shape to come out on top of the busy season.

You’ll get all kinds of must-know info from top-notch experts, such as:

• different discounting strategies (and even discount alternatives)
• the latest trends in retail
• simple strategies for boosting sales

Level up your BFCM playbook.

Target is kicking off its holiday promotional season on October 6 with a Target Circle Week, promising low prices on toys and exclusive products and touting its “biggest holiday assortment ever,” with 50% more new items than in 2023.

• This includes popular brands such as Disney, Lego, FAO Schwarz, and themed merchandise for Universal Pictures’s upcoming film Wicked.

Chief Commercial Officer Rick Gomez even busted out Target’s old nickname, “Tarzhay,” for the occasion: “Consumers are getting ready for one of the most exciting times of the year, which is why we’re leaning into the magic of Tarzhay like never before—with an assortment, value and experience only Target can deliver.”

Target’s promises to offer value and affordability in the coming months comes as some experts predict a slower holiday season than last year.

Keep reading here.—AV

On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

Brianna Draksler is director of retail experience at cannabis dispensary Ivy Hall, which operates several locations throughout Illinois.

How would you describe your job to someone who doesn’t work in retail? My job is to oversee and enhance both the customer and employee experience. I ensure our teams are well trained and motivated, creating a positive, helpful, and enjoyable shopping experience for our guests.

One thing we can’t guess about your job from your LinkedIn profile? You may not guess the extent of the personal connections I build with people every single day. My profile showcases my professional accomplishments but may not convey the genuine relationships and rapport I establish with both our teams and our guests. It’s also one of my favorite aspects of the role!

What’s your favorite project you’ve worked on? My favorite project thus far, has been opening seven stores and all of the success and challenges that come with it.

Which emerging retail trend are you most excited about right now, and why? The ’90s are back! Baggy denim, cargo pants, flared jeans—I’m here for it all.

Keep reading here.—EC

Be a game changer. Retail is facing some big changes, and it’s time for retailers to be bold. At NRF 2025 in NYC—aka Retail’s Big Show—next-gen leaders are coming together to network, learn, + explore cutting-edge tech. Save the date for Jan. 12–14, 2025, and register before Oct. 4 to save $300.