Meta expands Advantage+ with AI video, stickers, and virtual try-ons
Meta just dropped a slew of gen AI features for Advantage+. Here's what it means for brands and agencies.
Meta is doubling down on generative AI, and this time, it’s giving advertisers more creative firepower. Announced during the Cannes Lions Festival, Meta unveiled a new slate of gen AI features under its Advantage+ platform—ranging from image-to-video generation to branded sticker CTAs.
While Meta has been gradually weaving AI into its advertising stack, this update signals a more aggressive push into creative automation. The new tools promise to make ad production faster, more scalable, and more tailored—key benefits for agencies managing high-volume, multi-brand campaigns.
This article explores what’s new in Meta’s Advantage+ AI update, what marketers can do with these tools, and how they fit into the broader automation trend reshaping ad tech.
Short on time?
Here’s a table of contents for quick access:
- What Meta just launched for Advantage+
- Why this matters for creative strategy
- What marketers should know and do next
Patrecia Meliana
What Meta just launched for Advantage+
The new Advantage+ features break into several buckets—each designed to help marketers move faster and personalize more effectively.
- Creative branding at scale:
Agencies and advertisers can now plug brand-specific assets like logos, fonts, and color palettes directly into Meta’s creative tools. The goal: consistency across campaigns, even when AI is doing the heavy lifting.
- Image-to-video generation:
Advertisers can turn still images into video ads using AI-generated animations, text overlays, and music. While this feature is still in testing, it represents a major unlock for brands with limited video assets.
- AI-powered video highlights:
Also in testing, this feature uses AI to extract key product moments or value props from existing content—helping compress longer videos into attention-grabbing highlight reels.
- Voice and chatbot features:
Business AI gets an upgrade with AI-generated ad prompts, quick FAQ buttons, and even voice features. These enhancements aim to reduce friction in customer interactions, especially in ad-driven touchpoints.
- New placements and creative formats:
Meta is expanding access to Instagram Stories and Facebook Reels for its AI-generated creative. In addition, new Creative Sticker CTA buttons let brands design tappable, branded stickers with slogans, product images, or custom CTAs. These are rolling out on Facebook first, with Instagram to follow.
- Virtual Try-On expansion:
Meta is broadening the test audience for its Virtual Try-On experience—allowing users to see apparel on models of various shapes and sizes. For fashion marketers, this means more inclusive and engaging try-before-you-buy experiences without expensive production costs.
Why this matters for creative strategy
Meta claims existing Advantage+ campaigns already boost return on ad spend (ROAS) by 22% on average. With tools like Meta GEM (its generative ad recommendation model) driving backend improvements, the platform is becoming more turnkey for performance marketers.
But the bigger story is about scale. These updates aim to solve one of digital advertising’s biggest bottlenecks: creative production. As campaign complexity increases—more audiences, more formats, more markets—manual creative work becomes unsustainable.
By injecting AI into the creative layer, Meta is not just optimizing delivery—it’s trying to automate creation. That has implications for agency workflows, brand governance, and how teams think about testing and iteration.
What marketers should know and do next
Here are four key takeaways for performance marketers, agencies, and in-house ad teams:
1. Embrace modular branding
Meta’s “consistent branding at scale” feature is a nudge toward modular creative. If you haven’t already built out flexible brand systems (logo variations, font hierarchies, color swatches), now’s the time.
2. Use image-to-video for rapid testing
Once available, the image-to-video generator could help quickly test video formats in campaigns where budgets or timelines don’t allow for full production. Try using it to A/B test hooks or product features.
3. Rethink CTA design
Creative Sticker CTA buttons offer a new way to drive engagement—especially in short-form placements like Reels. Brands should experiment with different formats and track performance against traditional CTA styles.
4. Start planning for AI-native workflows
With AI touching every part of the campaign—from targeting to creative to delivery—it’s time to think about your AI governance. Who approves AI-generated creative? How do you ensure brand safety? These questions will only get more urgent.
Meta’s Advantage+ update shows where AI in advertising is headed: deeper into creative territory, not just optimization.
While some features are still in beta, the direction is clear. For marketers looking to maintain creative agility while scaling campaigns, this rollout is worth watching—and testing.
