What generative AI tools does Meta offer for ad creative?
Meta's generative AI ad tools include text generation for primary text and headlines, image generation, add animation for still images, background generation for catalog products, AI-generated music, video effects and enhance media text. Meta's generative AI terms cover features including text and background generation, and some advertisers may not have immediate access to all of them.
Meta builds several generative AI features into Ads Manager, mostly inside Advantage+ creative. They create new versions of your copy, images, motion and music from what you upload. Everything below is a Meta feature described in Meta’s own help pages, not a third-party tool. Meta launched supplemental terms for its generative AI features on 6 May 2024; it says the ad creative generative AI terms apply to existing features including text generation, text improvements, background generation and expand image, and to its future generative AI features.
Which generative AI features does Meta list?
| Feature | What it does | Limits Meta states |
|---|---|---|
| Text generation | Up to 5 variations each of primary text and headline, based on your own text | Needs 5 or more words of primary text; English, Portuguese and Spanish inputs |
| Image generation | New image versions inspired by your image or video, in product image or full image mode | Not in Advantage+ app, Advantage+ sales or Advantage+ catalog campaigns; dynamic creative must be off |
| Add animation | Adds panning, zooming, rotating and similar motion to a still image | Currently 2 seconds long, looping to 8 seconds at a 16 frame rate; delivered only to Instagram Reels at this time |
| Background generation | Diverse backgrounds for catalog product images | Advantage+ catalog ads, Sales objective; not for video |
| AI-generated music | Custom music matched to your ad’s product, style and sentiment | Delivered to Facebook Reels for single image ads |
| Video effects | Higher contrast ratios and more vibrant colours on your video | Video ads |
| Enhance media text | Rephrased alternatives to your image’s text overlay | Single image ads on Facebook Feed and Reels, Instagram Feed, Reels and Stories |
How does text generation work?
Below Primary text, Meta shows suggested variations once you have entered at least five words. You tick the ones to use, edit them or add your own. You can tailor variations to personas built from your account and ads, and add branding to set a tone and block specific words. Meta shows a variation when it predicts it can improve performance, and reports at the ad level, so you won’t see results for each text variation.
How does image generation work?
You can generate images two ways. Product image mode keeps a specific object, such as a product or person, and generates new environments or ad styles around it. Full image mode uses your image as inspiration for new variations, which can include text overlays. For an image, Meta recommends at least 1,000 × 1,000 pixels in JPEG or PNG, with a 320 × 320 minimum. Generating a new set replaces the previous set, so select any image you want to keep first.
What happens with background generation after you publish?
Meta says generated backgrounds can take about 2 days to create, and you get an Ads Manager notification when they are ready. They go live automatically 24 hours after that notification unless you turn background generation off. Eligible advertisers have it on by default.
FAQ
Can every advertiser use these AI features?
No. Meta says it is rolling out generative AI features cautiously, so financial services, pharma and health advertisers, ads about housing, employment or credit, ads about social issues, elections or politics, and certain countries may not have immediate access. Some features, like add animation, are still rolling out.
What kind of image works best for add animation?
Meta recommends uploading images without heavy text, people, more than four focal objects or brand logos. The feature works only with single image ads and is not supported when you customise assets per placement, so select the original crop in the media editor before turning it on.
Will people know my ad used Meta’s AI?
They may. Meta says ad images created or materially edited with certain of its generative AI features may show AI info on the About this ad screen in the ad’s three-dot menu, or an AI info label next to the Ad label.
Sources
- About Advantage+ creative (Meta, checked 2 Oct 2026)
- About text generation in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Create an ad with text generation in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Generate image variations in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Add animation to an image in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Create an Advantage+ catalog ad with background generation (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.