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As It Ramps up Push to Fund AI Bets, Meta Makes a New Play for Agencies

Meta has launched the Agency Growth Collective, a pilot program for independent agencies in the United States. The initiative replaces the traditional single Meta representative with a shared alias that routes communications to a rotating bench of specialists and offers virtual training sessions. While no explicit spend minimum has been disclosed, participation is monitored and agencies that do not engage may be removed. The move is designed to drive more ad spend, providing the revenue needed to fund Meta’s capital‑intensive AI roadmap.