👋 Hello media misfits,
While your creatives were busy kerning fonts and debating whether beige is back, Meta was quietly reprogramming your entire workflow.
The latest stunt from Menlo Park? Meta’s Advantage+ platform just got a shiny upgrade—now featuring generative AI tools that turn your flat, lifeless stills into living, breathing Franken-videos.
Yes, you read that right. Upload an image. Get a video. Clap politely.
🚀 What’s New:
Meta’s Advantage+ suite is now flexing the following:
Image-to-video transformation – Give it a JPEG, get a 6-second motion asset, probably with sparkles.
Creative variation at scale – AI generates different ad versions faster than your intern can say “brand guidelines.”
Format & placement adaptation – One size now fits all… or at least fits Instagram Reels, Stories, and whatever’s replacing the News Feed this week.
All in the name of performance. And fewer "Can we get a new creative by EOD?" Slack messages.
🧃 The Juice for Agencies
For activation teams:
Say goodbye to versioning nightmares and hello to a world where AI guesses what works best. If Meta’s machine says a swoosh should bounce—guess what? It’s bouncing.
For performance leads:
This is a dream (or a KPI hallucination). Test more, scale faster, and pretend you planned the creative all along.
For your Creative Director:
Time to dust off that D&AD pencil, Karen. The robots are coming for your moodboards.
🧩 The Bigger Picture
This isn’t just about tools—it’s about Meta locking agencies deeper into its ecosystem. If Advantage+ becomes your AI-powered creative studio, media buying platform, and performance lab, what’s left for you to actually do? Apart from hitting approve on an ad made by a bot and sold by another bot?
It’s a vision of the future where the only thing human in the campaign is the poor soul writing the campaign report... and even that’s probably next on Meta's hit list.
🎯 So What Now?
Brands and agencies should be asking:
Do these tools really outperform human-crafted creatives?
What happens when every ad looks like it was made in the same AI blender?
Are you optimising performance or just cutting corners?
Because sure, AI saves time—but originality, brand equity, and storytelling still matter. Unless your brand is a bland composite of gradient buttons and emoji-heavy CTAs.
Until next time!
David