> ## Content Index > Fetch the complete content index at: https://www.promptthemarket.com/llms.txt > Use this file to discover other available public pages before exploring further. # Meta builds AI creator hub to automate what agencies do - URL: https://www.promptthemarket.com/meta-builds-ai-creator-hub-to-automate-what-agencies-do/ - Published: 2026-09-22T01:30:00.000Z - Updated: 2026-09-22T01:29:59.000Z - Description: Meta announced the Creator Marketing Hub at Cannes Lions on 23 June 2026, consolidating its Creator Marketplace and Partnership Ads Hub (previously two separate interfaces) into a single platform set to launch globally later this year. No Australian rollout date has been confirmed. - Author: Editor News - Tags: Marketing, Advertising, #author-xaviery-malinao By **Xaviery Malinao** ยท 2026-09-21 TLDR Meta's new Creator Marketing Hub merges two separate tools into one AI-assisted platform, letting brands find and activate creators without a manual brokerage layer. IAB Australia research shows 61% of Australians already discover brands through creators, which puts direct pressure on agencies that have owned that process. KEY TAKEAWAYS 01Meta's Creator Marketing Hub unites the Creator Marketplace and Partnership Ads Hub into one platform with AI search. 02Over five million Instagram creators and Facebook creators are now searchable from a single interface. 03Instagram Live Video Ads and an expanded affiliate commission program add two new paid formats inside creator content. 0461% of Australians discover brands through creators, rising to 85% among under-40s, per IAB Australia's September 2026 research. 05Australian agencies that broker creator discovery and briefing manually now compete directly with Meta's automated Hub. ## What Meta built Meta announced the Creator Marketing Hub at Cannes Lions on 23 June 2026, consolidating its Creator Marketplace and Partnership Ads Hub (previously two separate interfaces) into a single platform set to launch globally later this year.\[1\] No Australian rollout date has been confirmed. The Hub brings Facebook creators into the Creator Marketplace alongside more than five million Instagram creators, so brands can search across both platforms from one screen.\[1\] That single screen also carries expanded discovery filters, content-level permissions, one-click ad creation for Partnership Ads, and performance insights.\[2\] Underneath the Hub sits the Meta Business Agent, Meta's artificial intelligence assistant announced on 3 June 2026, which handles creator search, recommendations and campaign management tasks on behalf of advertisers.\[3\] That is the part that matters for anyone who has been charging a retainer to do exactly those things. ## The other two tools arriving alongside it Meta announced Instagram Live Video Ads and an expanded affiliate program on 17 June 2026.\[4\] Live Video Ads put paid inventory inside creator livestreams. The affiliate expansion lets creators earn commissions through product tags attached to their own content. Both formats push further down the purchase funnel inside Meta's own walls, turning a creator's audience into a shoppable surface without a brand needing to redirect anyone off-platform.\[4\] A Partnership Ads application programming interface (API) also opens Meta's creator ad infrastructure to third-party tools, giving tech vendors a way to plug in, though what that means for existing agency tech stacks is still to be seen. ## Why the IAB Australia numbers land differently here IAB Australia, the industry body for digital advertising, published research on 17 September 2026 showing that 61% of Australians discover brands through creators, rising to 85% among Australians under 40s.\[5\] Six in ten adults is a mainstream media behaviour, and the under-40s figure covers the cohort most consumer brands spend the most chasing. Gai Le Roy, chief executive officer of IAB Australia, said: "Creator marketing is now a mainstream part of the media mix. This data shows creators genuinely shape how consumers find and weigh up brands. The job now is building on that through partnerships people see as credible and transparent."\[5\] The IAB Australia research dropped three months after the Hub's Cannes announcement. Australian brands and agencies are now holding both pieces at once: local proof that creator discovery at scale has arrived, and a global platform tool designed to automate the discovery and briefing steps those agencies have been doing by hand. ## What changes for Australian agencies The brief agencies have been writing, the shortlist they have been building, the partnership terms they have been negotiating, these are the exact steps the Hub's AI search and one-click ad creation are designed to address.\[1\] Brands that run that process inside Meta's platform pay Meta, not an intermediary. Strategy, creative direction, influencer relationships, brand safety judgment and cross-platform thinking sit outside what a search filter can do. The commodity layer of the work, pulling a creator list, checking metrics, sending a brief, activating a Partnership Ad, now has a platform-native competitor arriving sometime this year. Australian practitioners watching a global launch with no confirmed local date have time to work out which parts of their offer sit above that line and which parts do not. SOURCES & CITATIONS 1. [Meta Cannes Lions 2026: Creator Marketing Hub announcement](https://about.fb.com/ltam/news/2026/06/cannes-lions-2026-nuevas-herramientas-creativas-y-para-creadores-que-facilitan-el-salto-hacia-la-ia/amp/?ref=promptthemarket.com) 2. [Meta: Converting discovery into purchase (Cannes 2026)](https://about.fb.com/ltam/news/2026/06/cannes-2026-nuevas-formas-de-convertir-el-descubrimiento-en-compra-en-meta/amp/?ref=promptthemarket.com) 3. [Meta Business Agent announcement](https://about.fb.com/news/2026/06/meta-business-agent/?ref=promptthemarket.com) 4. [Meta: Discovery into purchase (Live Video Ads and affiliate program)](https://about.fb.com/ja/news/2026/06/discovery-into-purchase/amp/?ref=promptthemarket.com) 5. [IAB Australia: Six in ten Australians now discover brands through creators](https://www.iabaustralia.com.au/news/six-in-ten-australians-now-discover-brands-through-creators-new-iab-australia-research-finds/?ref=promptthemarket.com) FREQUENTLY ASKED QUESTIONS What is Meta's Creator Marketing Hub? It is a single platform that merges Meta's Creator Marketplace and Partnership Ads Hub, allowing brands to search more than five million Instagram and Facebook creators, manage permissions, create Partnership Ads in one click and view performance data, all without switching between separate tools. An AI assistant called the Meta Business Agent handles creator search and campaign management tasks inside the Hub. When will the Creator Marketing Hub be available in Australia? Meta announced a global launch later in 2026 but has not confirmed a specific Australian rollout date. What did IAB Australia's research find about creator marketing in Australia? IAB Australia's research, published on 17 September 2026, found that 61% of Australians discover brands through creators, rising to 85% among Australians under 40s. What are Instagram Live Video Ads? Live Video Ads are a paid advertising format that places brand ads inside creator livestreams on Instagram. Meta announced them on 17 June 2026 alongside an expanded affiliate program that lets creators earn commissions through product tags. [Xaviery Malinao](https://www.promptthemarket.com/xaviery-malinao/) Xaviery Malinao writes for Prompt the Market on how brands and agencies are adapting to answer engines, drawing on Bushnote's work with clients across search, AI search and content.