Tomá Hunt-Beczak · Executive speechwriting · Keynote (as delivered)
A Business Product Roadmap Designed for Growth
My executive speechwriting work includes this talk, crafted for Meta's VP of Business Product Marketing—who reveals new and upcoming product launches at Meta Marketing Summit 2026.
Speaker: Goksu Nebol-Perlman, VP Product Marketing · Written by Tomá Hunt-Beczak · Runtime ~9 min · Event page ↗
Hello, everyone — and welcome. I'm Goksu Nebol-Perlman, VP of Product Marketing here at Meta. Today, I'm excited to share our product roadmap for 2026.
This isn't simply a list of new features — it's the story of how we're building the next generation of tools to help businesses grow. So let's dive in.
At Meta, our mission is to build the future of human connection — and the technologies that make it possible. But we're also in the business of helping businesses grow. Every day, more than 3.5 billion people use our platforms, and consumer expectations are evolving faster than ever. At the same time, businesses are under increasing pressure to do more with less.
So how do we help you meet people where they are? The research tells us that consumers see Meta as the leading place to discover, explore, and shop — at every stage of their journey. That's because Meta is built around people and their interests. Combine AI that anticipates people's needs with tools that drive results across the customer journey, and the outcome is real business growth.
That's the thinking behind this roadmap. Every investment we're making is centered on one goal — your growth. We're building on what's proven to work, innovating to address unmet needs, and investing in what's next.
Focus area one: Define and optimize for your true business goals.
Every business is different, and success looks different for every advertiser. So we're building more flexible optimization tools that help you optimize for the outcomes that matter most. Value Optimization for Profit will let you define conversion value based on what truly drives success — and we're enhancing Value Rules to prioritize your highest-value audiences. We're introducing new ways to generate higher-quality, more authentic leads, and expanding Conversion Leads goals beyond Instant Forms. And because customers shop everywhere, we're making it easier to drive sales across every channel — scaling omnichannel ads across more formats and strategies.
Focus area two: Create experiences that capture attention.
People scroll quickly. You have only moments to make an impression. So we're building new ways to help your creative stand out. Real Trending Ads lets you appear alongside the platform's most culturally significant content — now in more countries, with seasonal lineups. With Catalog Product Video, you can add short-form video to product listings — using AI to turn static images into engaging video. And we're expanding the Instagram Creator Marketplace across most global markets, because creator marketing is one of the most effective ways to extend your reach. We're building AI-powered tools that work for you — not the other way around.
Focus area three: Achieve more ROI with less effort.
We all have limited time and resources. The Meta AI Business Assistant can analyze performance, benchmark your results, resolve account issues, and give recommendations powered by data unique to your business. We're launching it in beta with a select group, gathering feedback before we expand through 2026. We're extending Budget Automation across every campaign objective, and bringing Business AI on Messenger and WhatsApp to more markets. And later this year, one campaign setup will combine awareness and sales — with AI finding the optimal mix and optimizing toward higher conversions.
Focus area four: Build on responsible foundations.
Our goal is to give you the confidence to grow — through transparency, stronger controls, and real investment in media responsibility. WhatsApp Usernames — our most requested feature — will let people connect using usernames instead of phone numbers. We're making Delivery Reports generally available for Facebook Feed and Reels, and beginning testing on Instagram. And throughout 2026 we'll keep investing against fraud and scams — expanding Brand Rights Protection, strengthening verification, and improving security with passkeys.
The future we're building together.
So let me bring everything together. Our roadmap is built around one simple idea: your growth. We're helping you define the outcomes that matter, connect with people, work smarter with AI, and grow on responsible foundations. Imagine a future where every interaction is uniquely personalized, seamlessly connected, and continuously optimized for what matters most to your business.
And that brings me to my final point: partnership. Everything we build starts with feedback from advertisers like you. Keep testing. Tell us what's working — and what's not. Your feedback genuinely shapes our roadmap. Thank you — and I look forward to building what's next, together.