Meta Platforms (META) is reportedly planning to allow brands to use artificial intelligence to fully make and target ads by the end of next year.

According to The Wall Street Journal, citing people familiar with the matter, Meta is creating ad tools that would allow brands to “present an image of the product it wants to promote along with a budgetary goal, and AI would create the entire ad, including imagery, video and text.” The system would also pick the Instagram and Facebook users to target and give suggestions on budget, the report said.

Advertising brought in more than 97% of Meta’s overall revenue last year, according to the report. Some brands are worried that the AI-generated ads won’t look or feel the same as ads made by people, the report added. Meta didn’t immediately respond to a request for comment.

Meta said in April that it plans to boost its capital expenditures this year to $64 billion to $72 billion to grow its AI capacity. Meta shares are down slightly at market opening but are up more than 10% so far this year entering Monday.