What Meta’s Advantage+ creative AI does to your ads

How does Meta use AI for ads?

Meta uses AI for ads in two places. Delivery picks who sees an ad and where; creative edits or generates the ad itself. Advantage+ creative is the creative side.

The generative creative features reached all advertisers in October 2023, Meta announced at the time. At Cannes Lions in June 2025, Meta announced generative video and brand-aware generation, some of it in testing. The help page’s list now runs from basic edits, such as brightness and contrast, to whole generated images and music.

Meta’s help page states no fee for these features, and its launch post mentions no separate fee. Paid tools that make the ads you upload are compared in best AI tools for Meta ads.

Every Advantage+ creative enhancement, one by one

Meta lists 31 enhancements. The table above holds the 17 it tags as AI, and the other 14 follow.

Standard enhancements

These adjust what you uploaded without generating content. They cover brightness and contrast, the best carousel card shown first, dynamic descriptions, relevant comments and a profile end card. Flex media delivers one asset to more placements. The rest add information to the ad: product tags, store locations, product browsing, app details, catalogue overlays and labels, spotlights and details revealed over time.

Generated images, backgrounds and expansion

Image generation, background generation and the two touch-ups create new pixels. Visual touch-ups “auto-generates new pixels to fit the space” when an image is expanded to another ratio. Video touch-ups expand “up to the first 15 seconds” of a video.

Text, music and translation

Text generation and text improvements rewrite or move your copy. Enhance CTA can add “dynamically personalized information” such as “X% off” or “Free shipping”. Add music chooses between generated and library tracks automatically unless you pick manually.

On by default

Meta’s page says four enhancements “may be turned on by default”: Add product tags (for traffic or sales campaigns with a catalogue), Reveal details over time, Show spotlights and Show summaries. The page does not list which others start on.

How to switch Advantage+ creative off, and keep it off

Each enhancement switches off per ad, in the Enhancements section of ad creative setup. Meta’s page names that section for Enhance media text, the “Enhancements tab” for subtitles and a Flex media toggle. It links a separate article on bulk editing enhancements, and another on opting out of tests of new creative features.

1. New ad: open the Enhancements section and turn off every enhancement you do not want, the four default-on ones first.
2. Image ads: check Add animation and visual touch-ups, which change a static into motion or an expanded frame.
3. Before publishing: click through the ad previews. Meta says AI text overlay variations show there for review.
4. Live ad: open it in edit mode and repeat the check, since advertisers report enhancements appearing on ads already running.
5. Duplicate: re-check every duplicated ad, campaign or ad set, where several reports place the problem.

What advertisers report about Advantage+ creative

Of 35 public sources counted on 28 September 2026, mostly r/FacebookAds threads, the largest group reports enhancements that come back on after being switched off.

• Enhancements that switch back on or stay on: 17 of 35 (see the warning above).
• Off-brand or distorted generated backgrounds, expansions and animations: 10 of 35 (r/FacebookAds, r/FacebookAds).
• Text variations and CTAs that rewrite the offer in generic words, one with a price the advertiser never entered: 5 of 35 (r/FacebookAds, r/FacebookAds).
• Music that clashes with the ad’s tone: 5 of 35 (r/FacebookAds, r/FacebookAds).
• Placement fitting kept on as the useful part: 4 of 35 (r/FacebookAds, r/FacebookAds).
• Cheaper clicks or higher CTR for some small advertisers: 3 of 35 (r/FacebookAds, r/FacebookAds).

In our Arctic Shift pull of 1,873 AI-creative Reddit posts (23 September 2026), 15 match “advantage+” or “advantage plus”, 12 of them on r/FacebookAds. One asks: “Is there a way to permanently disable the Advantage+ Creative Translation enhancement?” (thread, 10 August 2026).

Can you use Advantage+ output outside Meta?

No. Meta’s Ad Creative Generative AI Terms (effective 6 May 2024) grant the right to use output “anywhere on Meta Company Products”, then state: “Use or publication of Output outside of Meta’s platforms is unauthorized”. A background Meta generates cannot go into the same ad on TikTok or YouTube.

The terms add that you “must not misrepresent Output as human-generated”. Our rights matrix row records the grant as conditional for paid ads.

Meta labels the output itself. Ads “created or materially edited” with certain Meta generative AI features “may include AI info” on the About this ad screen, or carry “an AI info label next to the Ad label”, the help page says. The label rules in full: Meta’s AI disclosure rules.

What Meta’s own figures show, and what they leave out

Two of the performance figures that circulate are Meta’s own claims, reported by trade press. Meta said ads with standard enhancements delivered 14 per cent more incremental purchases per dollar in its test (Social Media Today, 2023).

Meta also gave an 11 per cent higher click-through rate for “campaigns that utilize AI background image generation” (Social Media Today, 22 April 2025).

Neither report gives the test’s dates, sample, market or which enhancements were on in the control. A click-through rate also says nothing about cost per purchase.

To find out for your own account, run Meta’s A/B test with enhancements on in one version and off in the other. Our creative testing framework covers the budget that needs, and static vs dynamic ads explains why mixed-asset formats cannot answer it.

What changed and when

• October 2023: generative AI features opened to all advertisers in Ads Manager, per Meta’s announcement.
• 6 May 2024: the Ad Creative Generative AI Terms take effect.
• February 2025: Meta’s transparency post sets out the AI info label for ads made with its tools.
• June 2025: generative video and brand-aware generation announced at Cannes Lions, some in testing.
• 21 September 2026: the help page (Wayback capture) lists 31 enhancements, 17 tagged generative AI.