Brainlabs Warns Meta's AI Ad Creative Automation Could Obscure What Works

At a glance

Ad agency Brainlabs warned that handing whole campaigns to Meta's automatic AI ad creative optimization could make it hard to tell which creatives worked. Liz DeAngelis, its programmatic media head, raised the issue in a column on November 9.

Key points

1. 1

   Meta's AI changes advertisers' images and text for each user before showing them.

2. 2

   This differs from the older method, where advertisers designed their own A/B tests to compare creatives.

3. 3

   DeAngelis said advertisers should not hand over the whole campaign on day one, and should test on part of it with clear benchmarks.

4. 4

   In a survey, only 3.6% of 111 respondents said they understood creative performance well and optimized actively.

Why it matters

If AI handles ad creatives, advertisers may lose track of what actually drove results, so they need to keep clear learning and judgment standards.