Meta Ads rolls out AI creative generation to all advertisers

Automated variants from a single brief. CPCs down 23% in beta. Production layer of paid social is now fully automated. The system generates up to 150 ad variations per campaign — adjusting headlines, body copy, CTAs, and image crops — then allocates budget in real time to top performers. Agencies report creative production timelines shrinking from 2 weeks to under 4 hours.

Why it matters: Brief quality is now the differentiator — execution is gone.