Meta expands Advantage+ with Gen AI ad creativity tools for advertisers

Announced at Cannes 2025, Meta has expanded its Advantage+ advertising platform with new generative AI tools that bring advanced creative automation to advertisers and agencies.

 

At the core of Meta’s new Advantage+ offerings are branding and personalisation tools, which help marketers create consistent and personalised ads easily. Advertisers can use their brand logos, colours, fonts, styles, and even customise text with different tones and languages to keep a unified look. By using existing brand materials from websites, past ads, and platforms like Shopify, they can make sure their branding stays consistent across all channels while making their ads more effective.

 

 

Meta also introduced Video Generation 2.0, which enables advertisers to transform multiple images into dynamic multi-scene videos with text overlays and music. This feature simplifies video ad creation, helping brands diversify creative formats and engage audiences more effectively. 

 

Another feature being tested is video highlights, in which AI pulls out a few key phrases and scenes to more easily convey a product’s value proposition.

 

 

On the customer interaction front, Meta is expanding Business AI capabilities, which provide quick support and product recommendations within ads on Messenger, WhatsApp, Instagram, and Facebook. These AI-powered agents can answer FAQs, recommend products, and handle inquiries without users leaving the app. 

 

Meta is also testing voice-enabled Business AI, allowing customers to speak directly to AI agents via a “Tap to talk” button in the in-app browser, mimicking in-store sales interactions. 

 

 

Additional innovations include Creative Sticker call-to-action buttons on Facebook Stories and Reels, allowing brands to create customised interactive stickers, and an expanded virtual try-on feature that uses generative AI to showcase clothing on virtual models of diverse shapes and sizes, enhancing purchase confidence.

 

 

Industry leaders have already noticed significant benefits from these tools. 

 

Clive Record, president, global solutions at Dentsu, said: “With Meta’s Advantage+ AI tools we’ve been able to unlock new levels of creative efficiency. Our recent partnership with Feld Entertainment is a prime example – by leveraging text variations through Advantage+ AI, we saw a 5% reduction in cost per lead and a remarkable 3.7X media ROI.”

 

Gillian Collison, executive director, global head of social, WPP Media, said: “As a long-standing partner in the development of generative AI tools, WPP Media has been instrumental in shaping and testing these solutions within Meta’s ad platform.”

 

“We’re excited about the potential of these tools to enhance creative efficiency and performance at scale, particularly as they evolve with enterprise advertisers in mind – maintaining brand safety and integrity while driving innovation and results for our clients.”

 

Meta’s gen AI enhancements reflect its broader strategy to integrate AI deeply into advertising workflows. Campaign reported earlier this month that Meta is aiming to transform digital advertising by enabling brands to fully create and target ads using AI by the end of 2026.