On 7 July 2026, Meta launched Muse Image, the first image-generation model from Meta Superintelligence Labs. It’s already built into Meta AI, Instagram and WhatsApp, and Meta said that advertisers and agencies would start seeing image variants powered by Muse Image in Advantage+ creative “in the coming weeks”.

If you advertise on Facebook or Instagram, that matters, because Advantage+ creative is the set of AI tools that can automatically tweak, extend and vary your ad images. And if you switched those tools off in the past because the results looked odd, you may want to look again.

What Muse Image is

According to coverage of the launch, Muse Image can generate images from text, edit photos, and work with multiple images at once. Meta describes it as using “agentic visual reasoning” and self-refinement, meaning it reasons through a request and checks its own output before delivering a result, rather than simply responding to keywords.

For advertisers, Meta says early testers found higher-quality creative, with photorealism and product integrity standing out. Coverage from ALM Corp highlights the ability to restyle existing ad images into variations, adjust individual elements while keeping the brand consistent, and pull still images from video content.

Meta also said more than 8 million advertisers already use at least one of its generative AI creative tools. AI-assisted creative on Facebook and Instagram is already mainstream. Muse Image is about making it better.

What changes in Advantage+ creative

Advantage+ creative includes features such as background generation and expansion, image touch-ups, text generation and image variations. AdBeacon reported at the end of July that Muse Image was rolling out progressively across advertiser accounts as the model behind these features, which means some accounts may not have it yet.

AdBeacon also made a point we agree with: if your team turned Advantage+ creative enhancements off before July because you didn’t like the output, that decision was based on a model Meta has since replaced. It’s worth re-testing rather than assuming the old results still apply.

The opportunities and the risks

For small and mid-sized businesses, the upside is obvious. Producing lots of ad variations used to mean paying a designer for every size and version. Better AI tools inside Ads Manager can turn one good product photo into several on-brand variations quickly. More variations also give Meta’s delivery system more options to test, which can help you find out faster which angle, background or message resonates with your customers.

But there are risks worth managing:

  • Product accuracy. An AI-edited image that changes your packaging, colours or product details can mislead customers. Meta says product integrity has improved, but you’re still responsible for what your ads show.
  • Brand drift. Faster production multiplies both good and weak ideas. ContentGrip’s coverage argues that creative governance becomes more important, not less, as variation gets easier.
  • Everyone’s ads start to look alike. If AI tools are trained on what performs on the platform, there’s a risk of creative sameness. A distinctive brand look and genuine photos of your real product and people become more valuable.
  • Claims and text. If AI generates or edits text on an image, check it for accuracy, especially prices, offers and anything that could be seen as a claim.

What to do now

  1. Check your Advantage+ creative settings. Look at which enhancements are on or off at the ad level, and decide deliberately rather than by default.
  2. Run a controlled test. Put AI-enhanced variations up against your standard creative in the same campaign and compare cost per result over a few weeks.
  3. Write simple brand rules. Document colours, logo use, product details that must never change, and claims you can and can’t make. Share them with whoever approves ads.
  4. Review before you publish. Preview AI-generated variations and reject anything that misrepresents your product.
  5. Invest in great source material. Sharp, well-lit product photos and short videos give AI tools far better material to work with.
  6. Keep some human-made hero creative. Use AI for variations and testing, while keeping a core of distinctive creative that’s recognisably yours.

Muse Image looks set to make AI-generated ad creative on Meta much more capable, and the businesses that benefit will be the ones that pair it with clear brand standards and proper testing. If you’d like help building a Meta creative testing plan, the social team at Big Digital is always up for a chat.

Photo: Trương Tuyết Ly on Unsplash

Sources

Tags: Advantage+ AI creative Meta Ads Muse Image