Businesses running ads on Instagram can let Meta's AI automatically generate and test multiple versions of their ads — including images, videos, and written copy — and serve the version most likely to perform well. More than one million advertisers used these tools to create over 15 million ads per month by 2024.

he Advantage+ Creative suite includes background image generation, full ad image generation from text prompts, headline text generation, image-to-video conversion, and automatic reformatting of ads for different Instagram placements (Feed, Stories, Reels, Explore). While the underlying system is part of Meta's broader ads platform, the creative generation tools surface directly within Instagram's advertising products and affect what Instagram users see as sponsored content. Meta reported that advertisers using the image generation feature saw approximately a 7% increase in conversions. Political advertisers are excluded from the generative AI tools.