Advantage+ creative enhancements are the automatic changes Meta applies to your image, video and text after you upload them, and the useful rule is simple: keep the ones that change how your ad is delivered, switch off the ones that change what your ad says. Meta currently lists 31 of them and 17 are labelled as using generative AI, which means a meaningful share of them can rewrite your headline, regenerate your background or add music you never chose. Some arrive switched on by default. I run a testing system that depends on knowing exactly which creative produced which result, so the first thing I do in a new account is find out what is quietly editing the work.
What are advantage+ creative enhancements?
They are Meta’s automated optimisations to the assets you supply. Per Meta’s own Business Help Center page, when the feature is on your images and videos are optimised into versions your audience is more likely to interact with, the available enhancements vary by ad format and placement, and some are on by default but can be turned off at any time. The list spans harmless things like adjusting brightness and contrast through to image generation, text generation and adding music.
Which advantage+ creative enhancements should you turn off?
Anything that alters the message. In practice that means switching off text generation, text improvements, image generation, background generation, add music, add animation and add video effects until you have watched what they actually produce on your own account. My reasoning is not that the AI is bad. It is that these change the variable you are testing. If Meta rewrites your headline, you no longer know whether the angle won or the rewrite did.
Two enhancements deserve a specific warning for anyone in a regulated category. Text improvements can soften or sharpen a claim in ways a compliance-sensitive business cannot have happening unattended, and background generation can place a real product or a real person into a scene that never existed. For clinics, that is a genuine risk rather than a theoretical one.
What should you leave switched on?
The delivery-side and format-side ones, which add reach or utility without touching the creative idea. Visual touch-ups, relevant comments, store locations, product tags, profile end card and the catalogue formats all sit in this group. They make the ad work harder in the placement it lands in. They do not invent anything and they do not change what you claimed.
Why do these enhancements break a creative test?
Because the whole point of a test is attribution. My AED 500 creative testing system puts four genuinely different angles into an account at AED 125 each and asks one question: which psychological barrier is actually blocking this audience? Convenience, fear of the procedure, or disbelief after being burned before. That question only gets answered if each ad stays the ad I wrote.
Turn on message-altering enhancements and two things go wrong at once. The four angles start converging, because the same optimiser is nudging all of them toward the same patterns, and the winner becomes unreadable, because you cannot tell whether the fear angle beat the convenience angle or simply got a better generated headline. On a tight budget that is not an inconvenience. It is the entire budget spent buying an answer you cannot use.
How do you check what Meta actually changed?
Do this before you judge any test. In Ads Manager, open the ad set and expand the Advantage+ creative section to see which enhancements are enabled, then preview the ad across placements rather than trusting the single preview on screen, because enhancements vary by placement. Meta also offers bulk editing of enhancements, which is worth using the moment you manage more than a handful of ad sets. Once you know the settings, write them down in the same place you record your test results. A test result without its settings is a number without a meaning.
One caveat worth being honest about. Accounts with weak creative production often do benefit from leaving more enhancements on, because the variations add volume they could not otherwise produce. If you are making one ad a month, let Meta help. If you are running a structured test, do not.
FAQ: advantage+ creative enhancements
Are advantage+ creative enhancements on by default?
Meta says some enhancements may be turned on by default and can be turned off at any time. The practical consequence is that the question is not whether to opt in, it is what to switch off before the campaign goes live. Check every new ad set rather than assuming your account-level habit carried over.
Do advantage+ creative enhancements improve performance?
It depends on what your creative was worth before they were applied. They tend to help accounts with thin creative and do very little for accounts already producing strong, differentiated ads. Nobody can tell you which one you are without testing it on your own account, which is the point.
How many advantage+ creative enhancements use AI?
17 of the 31 that Meta lists carry an AI label, counted from Meta’s Business Help Center page in September 2026. That includes image generation, background generation, text generation, translations and video touch-ups. Meta updates the list, so recount rather than trusting a number from a blog, including this one.
Will turning enhancements off limit my reach?
Switching off message-altering enhancements does not reduce who your ad can reach. Placement and format enhancements are the ones tied to where an ad can appear, which is exactly why those are the ones I leave on.
The short version
Leave on what changes delivery. Switch off what changes the message, at least until you have seen the variations with your own eyes. Then record the settings next to the results, because a creative test is only worth what you can attribute. If you want the rest of the system this sits inside, start with what AI powered marketing actually is and what the current AI ad generators are useful for, and the working notes go out in the newsletter.