New generative AI promises to help marketers create tailored ad variations quickly, boosting efficiency and engagement across Facebook and Instagram campaigns.
Meta, the parent company of Facebook and Instagram, has announced a new generative AI tool capable of producing multiple ad variations almost instantly. Meta Advantage+ can rewrite ad copy and swap images to personalise campaigns for different demographics, enabling brands to reach audiences with highly relevant messaging.
For marketers and agencies, the tool offers an opportunity to test and optimise campaigns at a speed and scale previously impossible. Studio 36 Digital advises brands on how to harness the tool effectively while maintaining creative control and strategic oversight.
How the Tool Works
Meta’s Advantage+ Creative tool is part of the broader Advantage+ suite, designed to help advertisers automate and optimise campaigns at scale. The AI can generate multiple ad variations quickly by rewriting copy, swapping images, and tailoring messaging to specific audience segments.
Advantage+ Creative uses machine learning to analyse campaign objectives, audience behaviour, and past performance data. It then produces creative combinations likely to perform best for different demographics. By testing dozens of variations automatically, the tool allows marketers to quickly identify top-performing ads without manually creating each version.
This approach not only saves time and resources but also helps ensure that campaigns are personalised, relevant, and optimised for maximum engagement across Facebook and Instagram.
How Marketers Can Use This to Their (Meta) Advantage
Here are a few ways marketers can integrate Meta Advantage+ Creative into their workflow to elevate campaigns:
- Generate multiple ad variations quickly: Use Advantage+ Creative to produce dozens of combinations of copy and visuals for different audience segments, enabling rapid testing and optimisation.
- Tailor messaging by audience: Feed the AI demographic and behavioural insights so each ad speaks directly to the target segment without manually creating every version.
- Optimise campaigns automatically: Let the tool identify top-performing combinations in real time, adjusting placements and creative to maximise engagement and conversions.
- Combine human strategy with AI output: Use AI-generated ideas as a foundation, then refine and enhance messaging, visuals, and tone to maintain brand consistency and creativity.
- Monitor performance and iterate: Track which variations drive clicks, conversions, and ROI, feeding those insights back into Advantage+ campaigns for continuous improvement.
“AI is becoming the copywriter and graphic designer that never sleeps. Meta’s Advantage+ Creative can generate dozens of tailored ad variations in seconds, allowing marketers to test messaging, visuals, and formats across multiple audience segments without manually producing each version. For agencies and brands, this opens up opportunities to optimise campaigns faster and more efficiently than ever before.
While the AI handles the heavy lifting, human oversight remains crucial. We provide the strategy, define campaign objectives, and ensure the creative aligns with brand voice and audience expectations. The AI can suggest ideas, swap images, and refine copy, but it’s the combination of human insight and machine speed that drives the best results.
For brands looking to stand out, the key is integration and experimentation. Use AI to produce and test multiple variations, monitor performance closely, and iterate quickly based on what works. By combining Advantage+ Creative with thoughtful strategy, marketers can reach the right people with the right message, improve engagement, and maximise ROI, all while freeing teams to focus on higher-level creativity and storytelling,” said Digital Marketing Expert Andrew Witts from Studio 36.
