Meta launches AI-powered ad creativity tools

Meta today introduced new generative AI features to help businesses create more engaging ad content across Facebook and Instagram.

The big picture. Meta’s latest update will allow advertisers to automate parts of ad creation using brand products and guidelines to inspire the creations.

Why we care. Automating the ad-creation process frees up time for advertisers to work on other parts of account management tasks that can’t be automated.

Key updates. This update comes in two parts:

  • Image Generation: Advertisers can now create complete image variations inspired by their original ad creative, including different backgrounds, text overlays and adjustments to products shown.
  • Text Generation: Meta’s AI will suggest ad headlines and body text tailored to an advertiser’s brand voice and key selling points from previous campaigns.
Meta Image Text Generation

Advantage+. By centralizing its generative AI tools under Advantage+ creative, Meta is streamlining the ad creation journey from ideation to optimization, promising faster workflows and better results for advertisers.

Availability. The company plans to roll out the new features globally by year-end as it doubles down on AI to improve ad relevance and performance across its apps.

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About the author

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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