What Advantage+ creative enhancements change

You have built the ad and your cursor is over Publish. Meta labels some features On by default during setup, and a Review defaults tab sits next to Advanced preview. Meta's page on default-on features says reviewing is optional and you can publish at any time.

Many of those features are Advantage+ creative enhancements, the edits Meta can make to your pictures, video and words. Meta's help page on Advantage+ creative lists 31 of them, each with its own rules for formats and placements.

Some only crop or arrange the ad to fit a placement. Many redraw the picture, rewrite the words or add music. Meta says you can turn them off at any time.

What Advantage+ creative enhancements are

Advantage+ creative enhancements are edits Meta applies to the images, video and text you upload, so the ad reaches each person as a version they are more likely to interact with.

Features such as Background generation, Image generation and Add animation bring an AI info label automatically. What buyers can see of it is in the checks before an AI ad runs.

The enhancements that change the picture and the sound

This sorting is judgment, not Meta's. The question is whether an edit changes what your brand looks or sounds like, or only how the ad is fitted to a placement. What each edit does comes from Meta.

• Image generation draws new environments or ad styles around a product or person you supply, or variations of a reference image. Single image ads.
• Background generation makes new versions of product images. Catalog ads only.
• Add animation turns a still into a short video with pans, zooms and rotation, and may animate its text. Single image ads.
• Add video effects raises the contrast and colour vibrancy of video.
• Adjust brightness and contrast changes both on single images.
• Add music adds AI-generated or library music to single image and carousel ads.
• Create sticker CTA adds an image to the call-to-action button of single video ads.

The enhancements that change the words

• Text improvements takes keywords and phrases from your copy, as written or adjusted, and shows them in overlays, footers or headlines.
• Text generation writes up to 5 variations of primary text and headline.
• Enhance media text rephrases the text on an image and leaves the picture alone.
• Add overlays shows text you provide over single images, with your brand preferences if the branding feature is on.
• Enhance CTA can swap your call-to-action sticker for a pre-written one and add details like Free shipping. Stories placements.
• Show summaries adds an AI-written summary of your selling points to feed ads.
• Translations translate text, voice and overlays into the viewer's language.
• Video subtitles turn English voiceovers into subtitles in the standard Instagram Reels font and colour. Single video ads.

The enhancements that fit the ad or add to it

Visual touch-ups, Video touch-ups and Image touch-ups crop or expand media to fit more placements. Meta says the first two draw new pixels where they expand, so that area is not from your file.

Flex media, Highlight carousel card and Dynamic description change where, in what order or when parts of the ad show.

The rest put extra information with the ad. They are Add product tags, Add product browsing, Add standard label, Store locations, Add details to ad layout, Add dynamic overlays, Profile end card, Relevant comments, Reveal details over time and Show spotlights.

How to turn off Advantage+ creative enhancements

You turn Advantage+ creative enhancements off in Meta Ads Manager, either while you create the ad or after it is published. Meta's steps for turning them off end in Advanced preview, where some can only be switched off.

Meta's list says four may be on by default: Add product tags, Reveal details over time, Show spotlights and Show summaries. Its page on default-on features adds translations and related media.

1. Click Create, go to Ad setup, choose Create ad and Single image or video, or Carousel, then Set up creative and Enhancements.
2. Switch off what you do not want and click Done.
3. Click Expand in the ad preview to open Advanced preview, switch off any card still on in its Advantage+ creative tab, then Save and Publish.

For a published ad, tick it in the Ads tab, click Edit and open Advantage+ creative, which shows how many enhancements are on. Meta's pages describe this per ad, or for ads of one format with Edit all selected ads. The only account-level setting on them is Test new creative features, for features in testing, open to eligible advertisers.

Meta recommends checking and approving the previews of all your ads before they go live. A preview shows samples, not every version.

Should you use Advantage+ creative enhancements

Keep the ones that only fit the ad, check their edges, and test the rest against your own product. Four conditions settle most of it: exact product shape, fixed brand colours, an ad already cut for each placement, and an offer with exact terms. That is judgment, not Meta's rule.

• Your product's shape and label must stay exact. Turn off Image generation, Background generation and Add animation, and compare the ad with your photo. Meta says to choose product image generation when an object must appear, and appearing is not staying exact.
• Your brand has fixed colours. Turn off Add video effects and Adjust brightness and contrast. With its branding feature on, Meta says it will try to use your brand preferences in some enhancements.
• You already cut the ad for each placement. Turn off Flex media and check the touch-ups in the Placements tab of Advanced preview. The sizes each placement takes show what a crop loses.
• Your offer has exact terms. Read each preview for the price and the promise, since Enhance CTA can add Free shipping. What changes when an ad crosses a border covers translation.

Meta's reason to leave them on is performance. Its Advantage+ creative page reports a 2 to 3 per cent lift in conversions for background generation on catalog ads. That is modelled from more than 2 million ad sets run by large advertisers in April and May 2024, none using placement asset customisation, which tailors an ad to each placement. It reports a 2 per cent lift on Facebook Reels with video expansion, from a test across more than 118 million ads in July 2025.

Those figures describe Meta's advertisers as a group, not your ad. Meta's Ad Creative Generative AI Terms also make you solely responsible for evaluating the output and its accuracy.

These edits vary one ad. Meta's advice since Andromeda asks for ads that differ in theme, message and visuals, and the post on what Andromeda changed explains why.

What Nomi does before Meta edits anything

Meta's edits work on an ad that exists. Nomi works earlier. Ask it for a campaign and it reads your brand and the ads running in your market, then returns the plan before the pictures.

It makes the ad in the shapes Meta's placements take. Attach a product photo and it copies the shape, packaging, label text, colours and logos. Compare the result with your photo before it runs. Advantage+ creative can still work on the finished ad, as the comparison with Advantage+ creative shows.