You upload an ad. Meta shows people a slightly different one.

Brighter. Recropped. With music you didn't pick, or a line of your text moved into the headline. Sometimes it's better. Sometimes it's off-brand in a way you only notice when a customer sends you a screenshot.

That's Advantage+ creative. Here's what it does, and how to stay in control of it.

The short version

Advantage+ creative is a set of automatic enhancements that let Meta adjust your images, videos and text for each person who sees the ad.

Meta says it turns your media into "versions that your audience is more likely to interact with" (Meta Business Help Center). Some enhancements are on by default. You can turn any of them off.

Your ad + Meta's enhancements = the ad each person actually sees

What it can change

In November 2026, Meta's help center listed 31 enhancements, 17 of them marked as generative AI. Which ones you get depends on the ad format, the placements, and whether you use a catalog. I group them four ways:

  • The look. Brightness and contrast, image, video and visual touch-ups, animation, video effects, background generation and image generation.
  • The words. Text generation, text improvements, enhanced media text, enhanced CTA, translations, summaries and dynamic descriptions.
  • Things added on top. Music, overlays, dynamic overlays, a sticker CTA, video subtitles, relevant comments, a profile end card, spotlights and store locations.
  • Layout and shopping. Flex media, ad layout details, revealing details over time, a highlighted carousel card, product tags, product browsing and a standard label.

The list changes often, so check Meta's current version rather than trusting any list, including this one. Meta's position is that changes keep the core message of your campaign. Whether a given change keeps your message is your call, not Meta's.

Why Meta pushes it

Meta's ad system now picks which ad each person sees before the auction even starts. I covered that in Meta Andromeda, explained. The more versions of an ad it has, the more ways it can match one to each viewer. Advantage+ creative is Meta making those versions for you.

It's creative volume, made by a machine instead of a strategist. That's useful, and it's exactly why it needs watching.

The toggle audit

Before any ad goes live, I run what I call the toggle audit: open every enhancement, look at what it would do to this specific ad, and decide on purpose. Nothing stays on just because it was on by default.

Where to look, according to Meta's help center:

1. While building the ad. In the Ad creative section, click Set up creative and go to Enhancements. Turn off any enhancement you don't want, or customize the ones that allow it.

2. In Advanced preview. Some enhancements can only be turned off here, so don't skip it. In the ad preview, click Expand, then open the Advantage+ creative tab. The arrows on each card show the variations Meta might create.

3. After you publish. Select the ad, click Edit, and find the Advantage+ creative section. It shows how many enhancements are on.

4. In your account settings. Under Advertising settings, Creative features has a box called Test new creative features. Ticked, it lets Meta try features that are still in testing on eligible campaigns. Decide whether you want that, and check it now and then.

Meta's step-by-step version is in Turn off Advantage+ creative enhancements.

What I leave on, and what I turn off

This is my starting point, not a rule. Every brand is different.

Usually fine to test: brightness and contrast, the touch-ups, subtitles, translations for a multi-language audience, and layout options that only rearrange what you gave Meta. These change how an ad looks, not what it says.

Review closely: text generation, text improvements and enhanced CTA. Meta rewrites or reshuffles your words. Read every variation in the preview. Anything with a claim, a price or a guarantee has to stay exactly as written.

Usually off for brands with a strong look: background generation, image generation, animation, music and overlays. These can put things in your ad you didn't design. For premium or regulated brands I keep them off unless I'm testing them on purpose.

The real risk isn't a bad ad. It's an ad you never saw. Every variation still runs under your brand's name.

How to test it properly

Don't decide on a hunch. Test it.

Run the same ad twice: once with the enhancements you're unsure about, once without. Same audience, same budget, same dates, ideally as a proper A/B test so the audiences don't overlap. Give both enough spend to read, then compare cost per result, not clicks. How I set up fair tests is in creative testing on Meta.

If the enhanced version wins on cost per result and you're happy with every variation you saw, keep it. If it wins on clicks but not on sales, it made the ad more clickable, not more convincing.

Pool rule 008AI for speed. Humans for judgment.

A note on AI labels

Ads made or heavily edited with Meta's generative AI features may carry an "AI info" label, next to the ad label or in the ad's menu. If your audience is wary of AI, that alone can be a reason to keep the generative enhancements off.

Quick answers

What is Advantage+ creative? A set of Meta enhancements that automatically adjust an ad's images, videos and text for each viewer, aiming for versions they're more likely to interact with.

Is Advantage+ creative on by default? Some enhancements are. You can turn each one off while building the ad, in Advanced preview, or by editing the ad after it's published.

How many Advantage+ creative enhancements are there? Meta's help center listed 31 in November 2026, 17 of them marked as generative AI. The list changes often.

Is Advantage+ creative the same as Advantage+ campaigns? No. Meta uses the Advantage+ name for several automations. The campaign and audience ones decide who sees your ads and where the budget goes. Advantage+ creative changes the ad itself.

Should I turn Advantage+ creative off? Not all of it. Turn off anything that changes your message or your look without a test, and keep the enhancements that only polish what you made.

The one-line version

Advantage+ creative lets Meta edit your ads. Check every edit before your customers do.