What is Advantage+ creative?
Advantage+ creative is Meta's set of AI-driven creative tools in Ads Manager. Meta says it uses AI to generate and improve ad variations across single image, video and carousel formats. Its enhancements include adjusting brightness and contrast, cropping, image expansion to fit other aspect ratios, image animation, text generation and generated backgrounds, and the system shows people the variations it predicts they are most likely to respond to.
Meta says some enhancements may be turned on by default and can be turned off at any time. With standard enhancements, Ads Manager reports combined results for all delivered variations, with no breakdown by variation, so advertisers who need to compare versions use a split test instead.
Updated
Sources
- 1.Advantage+ creative uses AI to generate and improve ad variations across single image, video and carousel formats, and some enhancements may be turned on by default. Meta for Business, Meta Advantage+ creative: Use AI to generate ads. Checked 14 October 2026.
- 2.Standard enhancements adjust brightness and contrast, crop images and apply templates, show variations based on predicted response, and report aggregate results with no breakdown by variation. Meta Business Help Centre, About creative enhancements. Checked 14 October 2026.