As the global advertising industry gathered at the Cannes Lions International Festival of Creativity 2025, Meta announced powerful updates to its Advantage+ platform with new Gen AI tools that bring advanced creative automation to advertisers and agencies.
The new features make it easier for advertisers and agencies to scale their creative strategies, improve performance, and streamline production across Meta’s platforms.
Marketers can keep their branding consistent by adding their logos, colors, fonts, and styles, and even changing the tone or language of the text. They can pull content from their websites, past ads, or platforms like Shopify to quickly create ads that look and feel like their brand across all platforms.
Here’s all you need to know about the latest update.
Key Features in the New Advantage+ Update
1. Still Images to Dynamic Videos
One of the most significant upgrades is the AI-powered image-to-video transformation.
Advertisers can now convert still images into dynamic and engaging videos.
Features include:
- Animations
- Text overlays
- Background music
Currently in testing, this feature aims to enhance video ad diversity and performance, especially on visual-first platforms like Facebook and Instagram.
2. Consistent Branding at Scale
Advertisers can now integrate their logos, colours, fonts, and other design elements seamlessly.
- Brand consistency across multiple creatives and campaigns.
- Ideal for large-scale campaigns
- High output with a uniform look and feel.
3. AI Video Highlights
An experimental feature that uses AI to automatically extract key phrases and scenes from video ads.
- Identify key phrases and scenes within video ads.
- Communicate value propositions more clearly and concisely.
- Useful for short-form content like Stories and Reels.
4. New Business AI Tools
Meta is expanding the capabilities of Business AI, offering:
- Voice interaction features to personalise customer engagement.
- AI-generated prompts and quick FAQ buttons to drive interaction in ads.
- Automate customer support and enhance user engagement.
5. Expanded Ad Placements
Advertisers can now access new ad real estate on:
- Instagram Stories
- Facebook Reels (U.S. only initially)
These placements are designed to tap into the growing popularity of short-form vertical video formats.
6. Virtual Try-On and Enhanced Personalisation
Meta is widening access to Virtual Try-On experiences, allowing users to preview apparel on virtual models of varied shapes and sizes.
This move aligns with the rising demand for inclusive shopping experiences.
7. Creative Sticker Call-to-Action (CTA) Buttons
Another visual tool in testing is the Creative Sticker CTA.
Brands can generate customised stickers featuring:
- Slogans
- Product images
- Interactive CTAs
Launching first on Facebook Reels and Stories, it will expand to Instagram Stories later in 2025.
Early Results and Performance Insights
Meta says advertisers already using Advantage+ are seeing significant gains:
- 22% average increase in return on ad spend (ROAS).
- Its backend AI, including Meta GEM (Generative Ads Recommendation Model), is driving up to 5% improvement in ad conversions.
These figures underscore how generative AI isn’t just about flashy visuals.
It’s delivering measurable business outcomes.
The AI-Driven Future of Advertising
Meta’s rollout of generative AI features for Advantage+ reflects a broader industry shift toward automated, intelligent, and scalable ad creation.
By making it easier for brands to create high-quality, on-brand, and engaging content, Meta is equipping advertisers and agencies to better navigate the fast-evolving digital landscape.
As these tools move from testing into broader release, advertisers can expect to see:
- Faster creative turnaround
- Higher engagement rates
- More personalised user experiences
With generative AI becoming a cornerstone of modern marketing, Meta’s latest innovations are setting a new standard for what’s possible in digital advertising.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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