Meta is putting generative AI directly into the ad creation workflow. Inside Meta Ads Manager, a set of features labelled Beta can rewrite your ad text, generate new versions of your images, create backgrounds, animate stills, add music, and translate your ad into other languages, all before you spend anything.
These tools live under Advantage+ creative, Meta’s collection of automatic enhancements for ad creative. The Beta label matters: it marks features Meta is still testing with a limited group of advertisers before a wider release, and it comes with rules about control, labelling, and access that every advertiser should understand before switching anything on.
What Beta Means In Ads Manager
A Beta feature in Ads Manager is a feature Meta is validating, not a finished product. Meta says it rolls these features out gradually to a small percentage of advertisers to check performance and suitability before releasing them more widely, and it warns plainly that a feature may not be available to you right now.
The way a Beta feature behaves is designed around advertiser control. When a Beta feature is available for your ad, it appears labelled Beta, and you can preview and customise the variations it creates before deciding whether to opt in. Nothing is forced on you at the preview stage: you look at what the AI made, and then you choose.
Two outcomes are possible after testing, and Meta states both. If a feature graduates to general availability, the Beta label is removed and ads already using the feature are not affected. If a feature is rolled back after evaluation, it is removed from all active ads. Access itself can also be limited or removed at any time, with notification if a beta feature you use is affected.
There is also a legal layer. Meta launched supplemental terms for its generative AI features on May 6, 2024, and its Ad Creative Generative AI Terms apply to existing features such as text generation, text improvements, background generation, and image expansion, as well as future generative AI features. Those terms are part of using the tools, not an optional extra.
The Text Tools: Variations, Improvements, Summaries
Text generation is the most widely useful of the Beta tools. It creates diverse variations of your ad copy, generating up to five variations of primary text and headline, and it can generate variations using personas to strike different tones for different audiences. It is available for single image and video ads and carousel ads, in Ads Manager, on Facebook Page, and in Meta Business Suite.
Text improvements works differently. Instead of writing new versions, it surfaces key information upfront so people understand your selling points faster. When toggled on, keywords and phrases are taken from your original ad copy and displayed directly or adjusted to fit on or around the creative, such as text overlays, footers, and prominent headlines. It covers the same ad formats as text generation.
Show summaries adds a brief AI-generated summary of your selling points or product offerings between the ad footer and the comments, helping people quickly grasp what the business offers. It is currently delivered only to Facebook Feed and Instagram Feed. This is also the one enhancement Meta specifically says may be turned on by default when single image or video is selected as the ad format, so it is worth checking even if you never touched a toggle.
Enhance CTA works on the call to action itself. When it is on, Meta can change a CTA link sticker to a pre-written CTA when that is likely to improve performance.
For single image and video ads, there is also an option to use AI to identify and show promotions with the CTA, pairing key phrases from your ad sources with the button, so a Shop now or Learn more button can gain additions such as a percentage off or free shipping.
Clicking Customize shows the pre-written CTAs and lets you opt into or out of promotions.
The Image Tools: Generation, Backgrounds, Expansion
Image generation creates diverse versions of your original ad creative, including generated text and logo overlays. It works in two modes. Product image generation takes an image with a specific object, such as a product or a person, and generates different environments or ad styles for it. Full image generation takes an uploaded or selected media-editor image as a reference to inspire new images, with variations that may share elements such as background colour and featured objects.
The distinction matters. If you need a specific object to appear in the result, Meta directs you to product image generation rather than full image generation. You select the variations you like from the ad preview, and you can then apply other Advantage+ creative optimisations, with brand preferences applied if branding is on. Image generation is only for single image ads.
Background generation creates diverse versions of product images by generating new backgrounds behind them. It is only for Advantage+ catalog ads, which means it serves advertisers running catalogue-driven campaigns rather than single uploaded creatives. For a shop with a large catalogue, it is the fastest way to multiply product imagery without new photography.
Visual touch-ups is the main image-expansion tool. It automatically crops and expands chosen media to fit more placements, and when expanding images to different aspect ratios it auto-generates new pixels so images look natural rather than stretched. It is available for static single-image ads.
Image touch-ups serves the same purpose for catalog ads, adapting product images to fit 4:5 placements in Facebook and Instagram Feed and 9:16 placements in Reels and Stories so products appear optimally in frame. You can choose Auto, which resizes based on what looks best, or Manual, which lets you crop and add borders, expand the image space around the product, or zoom in and trim. It takes priority over product image cropping settings applied in Commerce Manager.
Two smaller image tools complete the set. Enhance media text uses generative AI to create alternative text overlays for an image ad by rephrasing the original message to be more tailored to the audience. The visual creative does not change, only the text overlay, and variations can be reviewed before publishing through previews in the Enhance media text card.
Add overlays shows advertiser-provided text together with the selected creative when likely to improve performance, with brand preferences applied if branding is on. Both are for single image ads.
The Video Tools: Animation, Effects, Touch-Ups
Add animation turns eligible images into short videos automatically, adding common movements such as panning, zooming, and rotating, and text in images may be animated too. It is only for single image ads, and it is one of the features that triggers automatic AI labelling, covered below.
Add video effects makes videos more immersive by automatically transforming them with higher contrast ratios and more vibrant colours. It is available for video ads and is a lighter touch than the tools that rebuild footage.
Video touch-ups is the heavier video tool. It can crop videos and use generative AI to expand them to look natural in all placements. A video of any aspect ratio is cropped or expanded to fit 9:16 or 4:5 based on what may drive the best performance. For expansion, AI generates new pixels in each video frame, and expansion can transform up to the first 15 seconds. For cropping, the feature crops the video or adds blurred padding.
Video subtitles generates subtitle overlays for video ads based on the audio, making ads more accessible and engaging for viewers with sound off, without requiring transcripts. Subtitles can be previewed before publishing and use the standard font and colour for Instagram Reels. It is available for single video ads with English voiceovers, placed in Instagram Reels.
Create sticker CTA adds visual context to an ad’s existing call-to-action button in image form. Advertisers can use AI sticker CTAs or uploaded sticker CTAs. It is only for single video ads.
Music And Translations: Sound And Language
Add music adds music to match the look and feel of other Meta content that uses sound. The enhancement includes both AI-generated and non-AI-generated music. AI-generated music is described as unique, custom music capturing the ad’s product, style, and sentiment. In Ads Manager, automatic selection applies either AI-generated or library music based on expected performance, while manual selection lets the advertiser choose between them.
Placement limits are specific. Non-AI music can be delivered to Facebook Feed, Facebook Reels, Instagram feed, Instagram Stories, and Instagram Reels for single image and carousel ads. AI-generated music can be delivered to Facebook Reels for single image ads, both static and animated with image animation.
Translations use AI to translate the text, voice, and image overlays in an ad into the audience’s preferred language. Text translations cover single image and video ads and carousel ads, translating primary and headline text with a single toggle, though translated text cannot be edited. Voiceover translations dub a video’s original voiceover into another language for single video ads with voiceover. Overlay translations translate text in image overlays for single image ads.
The language coverage is broad. Text translations include English to Spanish, Portuguese, Chinese, French, German, Hindi, Tagalog, Vietnamese, Bengali, Arabic, Indonesian, and Italian, plus German to English and Spanish to English. Voiceover translations add Polish, Dutch, and Turkish among others. Meta recommends not using dynamic language optimisation together with text translations, for maximum benefit. One clear limit: text, voiceover, and overlay translations are not currently available in South Korea, and Meta says it is gradually expanding translation features.
Defaults And Control: What To Check
Meta’s general statement is that some enhancements may be turned on by default, but you can turn them off at any time. That sentence deserves attention, because it means the safe assumption is to check every ad’s enhancement settings rather than assuming nothing changed.
Within the AI set, only Show summaries is specifically named as possibly on by default, when single image or video is selected as the ad format. No other AI enhancement on Meta’s page is specifically described as default-on. The post therefore does not claim default status for the rest: the honest advice is to open the Enhancements section during ad setup and review what is toggled on for each ad.
Preview is the other control that matters. For text overlays, translations, subtitles, and several other tools, Meta lets you review variations before publishing. Use those previews. AI variations can distort product edges, misstate offers, or shift tone, and the cost of checking is far lower than the cost of running a wrong version to a large audience.
Availability also depends on format, placement, and whether a catalog is used. Different enhancements are available for different combinations, so a feature you used on a single image ad may not appear for a carousel or a catalog campaign. That is normal behaviour, not a bug.
AI Labelling: What Viewers Will See
Ads created or significantly edited with certain Meta generative AI creative features may carry an AI info label. The label appears next to the Ad label, or on the About this ad screen reached through the ad’s three-dot menu. Before publishing, a message during ad creation will say when an AI info label will appear.
Meta says it will automatically apply an AI info label when features such as background generation, image generation, or add animation are used to create or significantly edit an image or video. The label is therefore not something you choose to add: it follows the tools you used.
Third-party tools are handled differently. Meta uses industry-standard detection methods such as C2PA and labels detected metadata accordingly, so content made in tools such as Photoshop or Dall-E can also be labelled. In certain regions, including the European Region, California, New York, India, and Taiwan, advertisers may have the opportunity to self-disclose generative AI use.
In Taiwan and South Korea, Meta may also automatically apply an AI info label if it detects AI-generated photorealistic humans in ad images or videos created by Meta tools.
One disclosure rule is mandatory rather than optional. Advertisers must disclose whenever an ad about social issues, elections, or politics contains a photorealistic image, video, or realistic-sounding audio created or edited using AI tools. That rule sits apart from the general labelling system and should be treated as a compliance requirement. The legal pressure behind disclosure is growing: courts have already held a platform liable for false claims in its AI answers, as covered in the German court ruling on AI Overviews and AI Mode.
Who May Not Get Access
Not every advertiser gets these features at once. Meta says certain industry verticals, such as Financial Services and Pharma or Health, and ads for Housing, Employment or Financial Services and Credit, and Social Issues, Elections, or Politics, along with certain countries, may not have immediate access to all generative AI features.
Meta attributes the caution to the regulated nature of those environments and the sensitivities around generative AI, saying it wants feedback from external policy stakeholders and advertisers, a better understanding of potential risks, and appropriate safeguards for Special Ad Categories and regulated industries. It says it will share more information when it has updates, which means restricted advertisers should check back rather than assume a permanent exclusion.
The practical consequence is simple: if a Beta feature does not appear in your account, it may be a rollout limit rather than an account problem. There is no application form or enrollment step on the beta help page. Access arrives through the Beta-labelled feature in Ads Manager when your account is included.
A Practical Workflow: From One Creative To Many
A sensible workflow starts with one strong original creative, not with AI. Write the primary text and headline yourself, choose a product image you trust, and set the call to action. The AI tools work best as multipliers of good input, and they cannot rescue a weak offer or a misleading claim.
Next, turn on one group of enhancements at a time. Start with text generation and review the five variations, keeping the ones that preserve your meaning and discarding the rest. Then try image generation or background generation, and compare the new versions against your original for product accuracy, logo placement, and tone.
After that, check placements. Visual touch-ups and video touch-ups adapt your creative to Feed, Reels, and Stories, so preview each placement rather than trusting the Feed preview alone. A version that looks clean in Feed can crop badly in Stories, and that is exactly what the preview step is for.
Finally, review labels and restrictions before publishing. Confirm whether an AI info label will appear, check that restricted claims are not present, and confirm the enhancements toggled on are the ones you intended. That final pass takes minutes and prevents most of the problems AI ad tools create. For the website side of AI visibility, our guide to Search Console’s Generative AI Features Report explains how AI answers are now measured.
Frequently Asked Questions
Are Meta’s generative AI ad features free? Meta does not list a separate fee for Advantage+ creative enhancements. The cost is your ad spend, and the tools operate inside ad creation. That is worth confirming for your own account, since Meta’s pages describe availability rather than pricing.
Do I keep control over what the AI creates? Yes, at the preview stage. Beta features let you preview and customise variations before opting in, and enhancements can be turned off at any time. The risk is not loss of control but failing to check: defaults and previews both need a human look.
Will viewers know my ad used AI? Often, yes. Meta automatically labels ads created or significantly edited with features such as background generation, image generation, and animation, and a message during ad creation tells you when a label will appear.
Why can’t I see a Beta feature? The usual reasons are rollout limits: your account may not be in the included group yet, your vertical or ad category may be restricted, or the feature may not be available for your ad format, placement, or region.
What happens if a Beta feature is rolled back? Meta says it is removed from all active ads. If a feature graduates instead, the Beta label is removed and ads already using it are not affected.
Background
Meta’s generative AI advertising tools grew out of Advantage+ creative, its system for automatically adapting ad creative to each placement and viewer. The first widely noted features were background generation, image expansion, and text variations, and the set has since grown to seventeen AI-labelled enhancements covering text, image, video, music, and translation.
The Beta programme is how Meta tests the newest additions before general release, balancing automation against advertiser control and viewer transparency.
Our topics index gathers the full range of our coverage.
Sources: Meta Business Help Center: About generative AI beta features in Meta Ads Manager, Meta Business Help Center: About Advantage+ creative
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