Let’s be real—digital advertising isn’t what it used to be. Between shifting algorithms, privacy updates, and content overload, it’s getting harder to cut through the noise. But here’s the good news: if you’re running Facebook ads or Instagram ads, Meta is dropping some major AI-powered updates that could be a total game-changer for your business.

And when we say game-changer, we mean 22% more returns than average!

Yep, a 2024 study found that Meta’s AI-powered ads significantly outperformed traditional campaigns. So, if you’ve been thinking about how to make your social ads work harder without blowing your budget, this is your moment.

Let’s dive into what these new tools mean, what’s changing, and how you can use them to grow your brand and boost your bottom line.

What’s New with Meta Ads?

Meta (aka the parent company of Facebook and Instagram) is on a mission to supercharge its ad platform using AI. In their own words, they’re investing in “AI models like Andromeda that analyse tens of millions of ads and find the right message for the right person at the right time.”

Sounds intense, right? That’s because it is. But don’t worry—you don’t need to be a tech expert to benefit.

Here’s a breakdown of the key updates that small and medium businesses should have on their radar:

1. AI-Powered Advantage+ Campaigns Are Getting an Upgrade

Meta’s Advantage+ sales campaigns are already pretty smart, but now they’re getting even more muscle. The newest updates include:

• New tools and placements to enhance campaign performance
• Integration of Advantage+ catalogue ads with Partnership ads, making influencer collaborations easier to scale
• Background and text generation using generative AI to create catalogue ad variations automatically
• A Google-style virtual model feature, where shoppers can see how clothing looks on different body types and sizes

All this makes it easier for brands—especially ecommerce and fashion brands—to create more immersive, personalised shopping experiences that convert.

2. Partnership Ads Meet Advantage+

Influencer collabs are no longer just for beauty giants and big brands. Meta is letting advertisers combine Partnership Ads (those sponsored posts you run with influencers or creators) with Advantage+ catalogue ads. That means more reach, better targeting, and AI-optimised performance for every dollar you spend with influencers.

So, if you’re working with micro-influencers or local creators, you now have a smarter way to push those campaigns further using Meta’s data and targeting tools.

3. See It On Me: Virtual Model Display

Meta’s borrowing a page from Google’s AI playbook with a new feature that lets shoppers visualise clothing on different body shapes and sizes—automatically. This has major implications for product-based businesses, especially in fashion or retail, who want to give customers more confidence before they buy.

No more guessing if that dress will look good. Customers can now see it on a model who looks like them—and businesses don’t need to shoot dozens of product photos to make it happen.

4. AI-Generated Backgrounds and Text for Ads

Catalogue ads are getting a glow-up thanks to generative AI. Meta’s exploring tools that automatically generate high-quality backgrounds and ad text, making it easier to run fresh campaigns without constantly creating new content.

If you’ve ever struggled with creative fatigue or felt like your ads are starting to look a little… meh, this feature could be a total time-saver.

Why It Matters for Small to Medium Businesses

So, what’s in it for you?

While some of these tools might sound like they’re built for big brands with deep pockets, they’re actually perfect for businesses that don’t have massive ad teams, photographers on speed dial, or time to run endless A/B tests.

Here’s why these updates are a big deal for small businesses:

You’ll Save Time (and Creative Energy)

Creating new ad creatives, writing engaging copy, and testing different versions can be exhausting. With AI-generated backgrounds, text, and ad variants, Meta is making it easier to keep your campaigns fresh with minimal effort.

You’ll See Better Results with Less Manual Work

Meta has already phased out some manual controls from Advantage+ campaigns, instead relying on AI targeting to deliver better results. And it’s working—brands using these tools are seeing up to 22% higher returns.

For small teams, that means spending less time fiddling with settings and more time doing, well, everything else.

You’ll Reach the Right Audience at the Right Time

AI doesn’t just automate tasks—it optimises who sees your ad, when they see it, and which version they’re most likely to engage with. The days of guessing your audience’s preferences or testing dozens of interest groups are fading.

Meta’s models are built to do the heavy lifting, learning from millions of data points to improve your targeting and timing automatically.

Meta’s Big Bet on AI: What This Means Long Term

Make no mistake—Meta isn’t playing around. These updates are part of a long-term strategy to cement its position as the leading social ad platform. In fact, eMarketer predicts Meta will account for 72% of total social ad spending by 2025.

So, if you’re not already tapping into Meta’s AI tools, now’s the time to get onboard before your competitors do.

And let’s not forget—Meta introduced even more AI tools in October 2023, including:

• Video Expansion: Turning standard video into immersive experiences. Need help with video content? Chat to us or download our FREE guide to video content!
• Image Animation: Adding motion to still images, perfect for Reels and Stories

These tools aren’t just bells and whistles—they’re helping businesses create more engaging, eye-catching content without hiring a full creative team.

What About Privacy and Data Changes?

As AI and automation grow more powerful, privacy regulations are tightening too—think iOS updates, cookie restrictions, and stricter data compliance. Fortunately, Meta’s AI tools are designed to work within those limitations by learning from anonymised data and engagement signals, not invasive tracking.

That means even as third-party data disappears, your ads can still perform using first-party insights and AI optimisation. It’s a win-win for ethical marketing and campaign success.

How to Use Meta’s AI Tools for Different Business Types

Whether you’re a product-based brand, a service provider, or running a niche business, Meta’s new AI features can be tailored to your goals. Here’s how different businesses can use them:

• Ecommerce & Retail: Use AI-generated catalogue ads with virtual models to personalise the shopping experience. Combine with Partnership Ads to boost influencer campaigns and drive conversions.
• Service Businesses: Turn before-and-after photos or static visuals into animated Reels using Image Animation to boost visibility and engagement. Advantage+ campaigns can help target local leads more precisely.
• Coaches, Creators & Events: Use background and text generation to scale ads quickly without hiring designers. Video Expansion turns your short videos into immersive content perfect for Reels.

No matter your niche, AI is helping businesses like yours do more with less—and look just as good as the big players while doing it.

Will AI Replace My Creative Team? (Spoiler: Nope.)

Here’s the truth: AI can supercharge your marketing, but it’s not replacing human creativity anytime soon. What it does do is take care of the repetitive, time-consuming stuff—like generating image variants, testing ad copy, and finding the best-performing audiences—so your team can focus on the big ideas.

Think of it like your new creative sidekick. You still set the tone, brand voice, and strategy. The AI just helps you scale it faster, test it smarter, and optimise along the way.

So no, your creative team isn’t out of a job. But with Meta’s new AI tools, they’ll be able to do even more amazing work—with less stress and better results.

Real Talk: Are Manual Campaigns Dead?

Not exactly—but they’re evolving.

Meta’s move away from manual controls in its catalogue ads signals a shift towards full automation. While you can still set custom audiences and tweak ad placements manually, you’ll get better results by trusting the AI to do its thing.

That might feel scary at first (especially if you love control), but the payoff is higher returns, better targeting, and campaigns that learn and adapt over time.

How to Make the Most of Meta’s AI Tools

Here’s how to take advantage of these changes, whether you’re new to Facebook/Instagram ads or just looking to level up:

1. Try Advantage+ Campaigns

If you’re still running traditional ad sets, test out Meta’s Advantage+ campaigns. Let the AI handle your targeting, creative testing, and delivery—you might be surprised by the results.

2. Mix in Partnership Ads

Got an influencer collaboration planned? Combine it with catalogue ads for extra reach and AI-powered performance boosts.

3. Embrace Creative Automation

Use Meta’s AI tools to generate ad text, backgrounds, and animated images. It’s an easy way to increase your ad output without hiring more people or spending hours in Canva.

4. Keep an Eye on Insights

Just because AI is in charge doesn’t mean you should stop tracking performance. Monitor what’s working (and what’s not) and use those insights to guide your strategy.

5. Stay Flexible

The ad landscape is changing fast. What works today might not work tomorrow—so stay open to testing new formats, placements, and strategies.

Need Help Navigating All This?

We get it—AI, automation, creative tools, campaign types…it’s a lot. But here’s the thing: you don’t have to do it all on your own.

At Digital Freak, we help small and medium-sized businesses make the most of Meta’s powerful ad tools. Whether you’re just getting started or you’re ready to scale, our team knows how to build high-performing campaigns using the latest tech—without losing the human touch.

From creative to strategy, targeting to testing, we’ll help you freak out your competition (in the best possible way).

Ready to boost your results with smarter, faster ads?
Book a free strategy call with Digital Freak today and let’s make it happen.

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Written by

Megha Jain - Social Media & Ads Specialist

Prolific digital marketer with a passion for designing & beating the former "best yet". I write stories, create marketing campaigns, perform SEO and manage social media inside out. Passionate about leveraging cutting-edge techniques, I thrive in the ever-evolving world of digital marketing. Let's connect and innovate together!