Creative teams are under more pressure than ever. CPMs keep climbing, brands need to produce fresh content at a rapid pace, and the growing demand for scale makes the process even more challenging. 

That’s why Meta’s latest updates, including new and expanded GenAI creative tools, are a game-changer for advertisers. 

Meta’s generative features under Advantage+ creative and Meta AI Studio allow you to use built-in AI to generate visuals at scale, test different ad variations, and move through the campaign creation journey much faster.

The system is trained using advanced models to understand and respond to prompts effectively and turn them into ad-friendly content in seconds. 

In this article, we’ll walk through how Meta’s GenAI creative tools fit into modern ad workflows, how teams are using them to produce and refresh creatives at scale, where automation helps most, and where human judgment is still essential. We’ll also look at how to track creative performance and trigger smarter refreshes using Bïrch.

Key takeaways

• Meta’s GenAI creative tools help you create and refresh ads faster, thanks to their advanced features under Advantage+ creative and Meta AI Studio. 
• Automation speeds up the ad production process, but human judgment is what keeps your brand voice and strategy on track. 
• It’s important to consistently monitor performance signals such as CTR, frequency, and ad fatigue, so you’re always aware when an ad is performing well or falling short. 
• Bïrch helps you manage the workflow by giving you a visual breakdown of each creative’s performance over time, making it simple to compare versions and catch potential drops in performance. 

What’s included in Meta’s GenAI toolkit

Meta’s main AI creative tools are Advantage+ creative and Meta AI Studio.  Meta’s Advantage+ creative optimizes your ads based on the versions your audience is more likely to interact with.

Here are its main features:

• Image expansion adapts images to fit different ratios and placements across platforms (Feed, Stories, Reels).
• Background generation creates new backgrounds around product images, based on your prompt.
• Text variations for headlines and primary text based on your input.
• AI-assisted video creation turns static images into short, animated videos.
• Automatic music selection to ensure the music is well-suited to your ad.

When creating an ad, you can upload your images or videos and add different text variations. Meta will automatically generate multiple versions for different placements and audiences to ensure the right audience sees the right content.

Meta AI Studio lets you create and manage AI-powered characters that communicate with people across Messenger, Instagram, and WhatsApp. You can train these characters using your own guidelines—including brand facts, tone of voice, and topics to avoid—while keeping full visibility into how they perform.

These tools can handle conversations at scale, automate responses, and support use cases like customer support, FAQs, lead qualification, and product discovery.

You can set clear controls over how the AI behaves, including:

• Tone of voice rules
• Topics to avoid
• Connections to your existing business content (e.g., product documentation)
• Visibility into engagement and response performance

For marketers and growth teams, this means less time spent on repetitive conversations and more consistency in how the brand shows up.

Business Agent is another part of Meta’s AI ecosystem that can support your goals by driving sales. It learns from your content—product catalogs, social postings, and website, Facebook, and Instagram ads—to automatically handle customer support.

How to use GenAI tools to produce creative faster

Meta’s GenAI creative tools help you move quickly from ideas to ready-to-share ads by making production much faster and more scalable.

Here’s how:

• You can generate visual elements and copy in minutes. This makes it easier to test different angles and styles for your ads to see which one best matches your campaign goals.

• Meta’s AI tools can edit AI-generated images, or even those uploaded by you, to fit various placements, such as Feed, Story, and Reels. Repurposing content has never been easier.
• A/B testing at scale is simpler because you can test several concepts simultaneously. Meta’s system then analyzes performance data in real time to allocate more budget to winning ads.
• AI adjusts ad elements based on user preferences and behavior to provide a personalized experience.
• The AI’s ability to constantly generate fresh visuals can combat ad fatigue.
• AI tools free up your time from repetitive tasks—so you can focus on growth and strategy.

Performance workflows—applying GenAI tools in real campaigns

Performance workflows are not always consistent, but GenAI tools can help you understand why the issue is happening so you can step in at the right time. 

If your ads start losing attention—often seen in lower CTR and engagement—this suggests people have seen them too many times. This is the moment to jump into Advantage+ creative and quickly generate fresh variations of your existing ads.

There’s no need to rebuild the whole concept. It’s often helpful to refresh elements to keep the ad feeling “new” by changing the background, adjusting colors, or trying new text angles. Just make sure the new versions still represent and match your brand identity and tone.

On the other hand, when you see a strong CTR and conversion rate, it’s time to scale those winning ads by creating additional variants. Meta’s GenAI tools let you make 3–5 close variants of your best ad. The idea stays the same, but the execution changes. From there, Advantage+ delivery will automatically favor the top performers. 

When your budget is tight, try to test at a low spend. For small budgets or new markets, you don’t want to waste money testing manually produced concepts.

GenAI gives you a fast way to build multiple lightweight concepts and test them with minimal spend. Once you see which direction is gaining traction, that’s the idea you want to invest in.

Using Bïrch Explorer to diagnose creative issues and trigger AI refreshes

Meta’s GenAI tools help you create content fast, but you still need to know how your ads are performing and what you can do better. Bïrch Explorer helps you with that. 

In the Fatigued Ads by Creative Groups view, Explorer organizes your ads and shows those that are slipping in performance first. With this information, you can easily spot fatigue and refresh underperformers before they waste budget and impact performance.

If you need more detailed insights into your ad performance, open the Downtrend report. It highlights ads with declining conversions and purchase volume over the last 14 days. 

Once you’ve identified slow or fatigued ads in Bïrch Explorer, Meta’s GenAI tools can be used to generate fresh variations based on those underperforming assets.

There’s no need to build everything from scratch. You can refresh hooks, copy, and creative angles using what already worked—then relaunch and monitor those new variations inside Bïrch, using rules and performance reports to control scaling, rotation, or pausing.

When to trust automation—balancing AI + human control

Meta’s automation can take you pretty far, and tools like Advantage+ creative are designed to speed up the process. It tests different versions of your creatives to find the best placement, budget allocation, and audience targeting.

However, it’s best not to let automation replace human input.

For example, if you’re working with strict brand guidelines, you’ll need to review every variation to make sure it aligns. And, if your products are in sensitive categories, verifying compliance will help you avoid rejections and account restrictions.

Check for the following stumbling blocks that indicate over-automation:

• Creatives that start looking the same
• Copy that feels generic or off-brand
• Messaging that doesn’t reflect the brand’s voice
• Overly broad targeting that ignores deeper audience insights

Best practices and guardrails for using AI creatives

LLMs define how we interact with AI. But the accuracy and reliability of the results you get depend on the prompts you create.

Tracking your performance is also an important part of the process. Keep an eye on CTR, CVR, and frequency, and also watch soft signals like creative fatigue or creative decay (when results slowly drop after a few days or weeks).

These patterns tell you when it’s time to refresh, or when an angle still has room to scale. Even with strong automation, a final human check is essential, particularly for compliance, claims, tone, and the small details AI may get wrong.

When GenAI isn’t enough—where you still need human creativity

Meta’s GenAI features can help you move faster by testing new ideas and filling your pipeline with variations. But it can’t replace the parts of creative strategy that rely on judgment, emotional insight, and out-of-the-box thinking. 

Strategic messaging is a clear example of something that AI finds hard to get right on its own. Distilling what makes your product genuinely different—and why it matters—depends on nuance, context, and intentional positioning that AI can’t reliably construct.

The same applies with emotional storytelling, or anything that draws on personal experiences. It falls flat once AI takes over, especially when the topics are complex and require a human to make them understandable.

GenAI speeds up production, yet Meta’s automation systems still depend on you to define the stories, angles, and value propositions worth scaling. Without that human-led direction, the algorithm has nothing meaningful to optimize.

A smarter way to bring AI into your ad strategy

Meta’s GenAI features have become a standard part of the modern creative toolbox. Think of them as digital assistants that help you produce ad variations faster, test different creative angles before they go live, and keep campaigns fresh. 

But, as with many other processes, the strongest results come from combining AI and human input. Use Meta’s GenAI tools to speed up the process and help you scale. Build strategies and stories based on real experiences derived from humans.

GenAI can produce variations quickly, but Bïrch shows you which ones are actually resonating. By combining fast creative generation with real performance signals, you can refresh ads at the right moment, protect your strongest concepts, and build campaigns that grow sustainably over time.

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