Meta Makes AI-Powered Targeting the Default in Its Ad Campaigns
Meta is rolling out a major update to its ad platform: its AI-based targeting tools, previously optional under the “Advantage+” suite, are now becoming the default across campaign creation flows. The change means advertisers will automatically get access to AI optimizations for audience selection, placements, and budget allocation as part of the standard setup process.
Under the new configuration, when marketers launch a campaign, features like Advantage+ Audience and Advantage+ Placements are switched on by default, and the platform also surfaces an “Opportunity Score” – a 0–100 metric that assesses how well a campaign is structured to take advantage of Meta’s automated recommendation system.
Meta says the shift stems from data showing its AI-driven ad tools deliver significantly stronger results than traditional manual setups. According to internal metrics, the newer ad-recommendation system is four times more efficient in delivering performance gains (per unit of data and compute) compared with earlier models.
This broader embrace of automation aligns with Meta’s recent strategy to deepen the integration of AI into its entire advertising stack. The company has previously explained that user interactions with its generative-AI tools – such as text or voice chats with “Meta AI” – will soon be factored into ad and content personalization across its apps, starting from December 16, 2025. This additional layer of AI-derived signals could further refine how ads are targeted and served to users.
That said, the move is not without controversy. Some advertisers and agencies have expressed concern that handing over so much control to automated systems may reduce creative oversight, and warn of possible “creative disasters” or mismatched campaigns if AI-driven optimizations deviate from brand values or targeting logic.
