Meta doesn't just use AI for targeting — it also optimizes ad creatives in real time. The platform evaluates which visuals, headlines, and formats resonate most with your audience and prioritizes those combinations. This ensures that ads adapt dynamically, improving results without constant manual tweaks.

One of the most powerful tools here is Dynamic Creative Optimization (DCO). Instead of running a single fixed ad, you can upload multiple variations of images, videos, headlines, and CTAs. Meta's AI then tests different combinations automatically and serves the best-performing version to each user segment.

This approach saves time and increases performance, since you don't need to guess which creative will win — it's decided by real engagement data. It also allows campaigns to stay fresh longer because users may see different versions of the same ad.

Best Practices for AI-Powered Creatives:

• Upload at least 3–5 variations of each element (images, videos, headlines);
• Use a variety of formats (single image, carousel, video) to let AI test broadly;
• Keep messaging consistent across variations, so the core brand message stays clear;
• Regularly review performance reports to see which assets Meta prioritizes.

Beyond DCO, Meta's AI also helps personalize creatives based on user behavior. For example, if someone often engages with short-form video, the algorithm may favor showing them video ads over static images.