In this guide · 8 sections
Short answer
Keep low-risk enhancements (brightness, carousel card order) if previews look right, review text rewrites, overlays and CTA promotions, and turn off image generation, background generation and visual touch-ups where products must look exact. Check Enhancements and Advanced preview on every ad.
What Advantage+ creative does
Meta's About Advantage+ creative page says that when it is on, your images and videos are optimised into versions your audience is more likely to interact with, and that the media and text you upload may be adjusted while keeping the core message. Which enhancements appear depends on the ad format, placements and whether you use a catalog. Meta marks the ones that use generative AI with an AI label.
Meta's turn on Advantage+ creative page adds that it can't be used with the awareness objective or with dynamic creative, and that in Meta Business Suite it is toggled on by default when you create an ad. Its Ad Creative Generative AI Terms, launched on 6 May 2024, apply to the generative features.
Enhancements grouped by risk
Meta's list is long and changes often. This grouping is our suggestion for a small business; the descriptions are Meta's.
| Enhancement (Meta's name) | What Meta says it does | Our suggestion |
|---|---|---|
| Adjust brightness and contrast | Adjusts the image if it may improve performance | Usually fine; check the preview |
| Highlight carousel card | Shows the best-performing card first | Fine |
| Profile end card | Adds a card with your Page's profile picture | Fine |
| Visual touch-ups (AI) | Crops and expands media, generating new pixels to fit placements | Review; off if logos or products must not be altered |
| Video touch-ups (AI) | Crops, pads or expands video to 9:16 or 4:5 | Review the expanded frames |
| Text improvements / text generation (AI) | Rewrites or generates ad text | Review every variant; off for regulated claims |
| Enhance media text (AI) | Rephrases the text overlay on your image | Review; off if wording is legally sensitive |
| Add overlays (AI) | Shows text you provide over the creative | Review placement over logos and faces |
| Enhance CTA (AI) | Swaps CTA stickers and can add promotions like 'X% off' | Off unless the promotion is real and current |
| Image generation (AI) | Creates new environments or variations of your image | Off for real products, food, property or people |
| Background generation (AI) | New backgrounds for catalog ads | Off if the setting misrepresents the product |
| Add music (AI) | Adds AI-generated or library music | Optional; check it fits the brand |
Brand risks to check in the preview
Most problems are visible before you publish if you look at every placement in Advanced preview.
Pre-publish preview check
If you sell physical products, our guide to AI product photos for online stores covers where AI images help and where they mislead.
How to turn enhancements off for an ad
Meta's turn off enhancements page gives the steps for new and published ads. The key point: some enhancements only show in Advanced preview.
Open the ad creative step
In Ads Manager, create or edit the ad, choose Single image or video or Carousel, then go to Set up creative until you reach Enhancements.
Check the For review tab
Meta's turn-on page says this tab lists inactive enhancements and those that will switch on for the first time when you publish.
Switch off what you don't want
Toggle individual enhancements off, or click Customize where available (for example, the pre-written CTAs and promotions in Enhance CTA).
Open Advanced preview
Click Expand on the ad preview. In the Advantage+ creative tab, turn off enhancements that don't appear in the main creative step, and use the Placements tab to see each placement.
Save, then repeat for each new ad
Enhancements are set per ad, so check them again on every new or duplicated ad before publishing.
The AI info label on ads
Meta's generative AI transparency page says it automatically applies an AI info label when you use features such as background generation, image generation or add animation to create or significantly edit an image or video. The label is usually found under the three-dot menu, in About this ad. Meta also labels ads it detects were made with third-party AI tools, using industry signals such as C2PA metadata, and says you will see a message during ad creation when the label will appear.
Ads about social issues, elections or politics must self-disclose photorealistic AI media. Our guide to AI content labels on Meta and Instagram covers organic posts and the disclosure rules in more detail.
When human-designed variations do the job better
Advantage+ creative mainly adapts the creative you give it. It works best when you supply several strong, correctly sized designs to begin with, so the system has less to crop or expand.
Let Advantage+ creative help when
- You run simple single-image ads across many placements
- Your images are lifestyle shots with space around the subject
- You test many text angles and review each one
- Speed matters more than exact presentation
Prefer your own variations when
- Logos, packaging or product colour must be exact
- You advertise regulated services (health, finance, property)
- Ad text includes prices, terms or legal wording
- You need consistent branding across a campaign
Supplying your own 1:1, 4:5 and 9:16 versions avoids most automatic cropping. Meta's size and ratio rules are in our Meta ad sizes and specs guide.
Do it yourself or get help?
Reviewing enhancements is a five-minute habit: open Enhancements and Advanced preview on every ad, switch off what can alter your product or invent claims, and recheck after duplicating ads.
Our Meta Ads Setup (Facebook & Instagram) (S$590) builds one campaign with 3 to 5 creatives sized for feed and story, plus text variants, with Pixel and Conversions API tested. If you need more designs so the system has less to auto-generate, the Extra Ad Creative Pack (S$290) gives you 6 static ad designs in 1:1, 4:5 and 9:16, with 3 headline and 3 primary text variants, checked against platform rules before delivery.
Frequently asked questions
Partly. Meta says some Advantage+ creative enhancements are turned on by default, depending on ad format and placement, and that you can turn them off at any time. In Meta Business Suite, Advantage+ creative is toggled on by default when you create an ad. Check the Enhancements step and Advanced preview before publishing each ad.
Yes, if the relevant enhancements are on. Visual touch-ups can expand images by generating new pixels, image generation can create new variations or backgrounds, and overlays can add text. Meta labels these with AI in its help page. Turn them off for ads where the product, logo or people must appear exactly as supplied.
It may. Meta says it automatically applies an AI info label when features such as background generation, image generation or add animation create or significantly edit an image or video. The label usually sits under About this ad in the three-dot menu. Meta shows a message during ad creation when a label will appear.
In Ads Manager, go to the ad's creative set-up and open Enhancements, then toggle off the ones you don't want. Some can only be turned off in Advanced preview, under the Advantage+ creative tab, so check both. For published ads, select the ad, click Edit, open the Advantage+ creative section and save your changes.
Yes. Text improvements, text generation and Enhance media text rewrite your wording, and Enhance CTA can add promotions such as a discount. You remain responsible for what the ad says. Review each variant in the preview, and switch these off for ads with prices, terms, or health and financial claims that must be worded exactly.