Which Advantage+ creative enhancements are on by default?

Meta does not publish a list. Its help page says 'Some enhancements may be turned on by default, but you can turn them off at any time', and that availability depends on 'your selected ad format, placements and whether you're using a catalogue'. The only reliable way to know is to open both the Enhancements step and the Advanced preview for the specific ad. Meta's turn-off article notes that some enhancements can only be turned off in Advanced preview and are not visible in the Ad creative section.

Does Advantage+ creative change the video file I uploaded?

Not the file in your account, but what people see. Meta says 'The media and text that you upload may be adjusted to help improve ad performance while maintaining the core message of your campaign', and that enhancements 'may vary, depending on who they are shown to'. So one uploaded video can be delivered as several different versions, and the previews Meta shows 'do not represent an exhaustive list of all possible media-level ad variations'.

Can Meta's enhancements put an AI info label on an ad that was not made with AI?

Yes, in principle. Meta says it applies an AI info label when its own generative features 'create or significantly edit an image or video', and the AI-tagged Advantage+ enhancements are Meta generative features. Meta does not publish which of the 17 cross that bar. It does say you will see a message during ad creation when a label will appear, so the practical check is that message on every ad, not your source tool's metadata.

Can I download the enhanced version and run it on TikTok?

No. The Ad Creative Generative AI Terms state that 'Use or publication of Output outside of Meta's platforms is unauthorised and a violation of these Terms'. The clip you uploaded is still yours under your own tool's terms and can run anywhere; the enhanced version exists only as Meta impressions, so if a Meta edit is the winner, reproduce that edit yourself and run the file you made on TikTok.

Are generative AI enhancements available to every advertiser?

Meta says certain verticals 'such as financial services and pharma/health', ads in the housing, employment and credit categories, ads about social issues, elections or politics, 'along with certain countries, may not have immediate access to all generative AI features'. If you sell supplements or anything Meta classes as health, do not assume the same enhancement set as a skincare or apparel account.

Is flexible media the same as the flexible ad format?

No. Meta's flexible media page says flexible media 'determines if a media asset could be used across additional placements', while the flexible ad format 'looks at multiple media assets uploaded for an ad and determines which ad format is most likely to help improve performance'. The flexible format page states that 'Starting in March 2026, the flexible format will no longer be available in Ad setup', while, for objectives other than awareness or a calls conversion location, flexible media is 'gradually moving to Advantage+ creative' as the Flex media toggle.

Advantage+ Creative and AI Video Ads: What Changes

Quick answer:Advantage+ creative is a list of 31 enhancements on Meta's help page as of 4 September 2026, 17 of them tagged AI. Meta says "Some enhancements may be turned on by default, but you can turn them off at any time." It does not say which ones. For a video ad, nine of the names touch the file: Add music, Add video effects, Video subtitles, Video touch-ups, Visual touch-ups, Enhance media text, Translations, Add overlays and Flex media. With them on, one uploaded clip can be delivered as several versions that vary by viewer. Two consequences follow that most guides skip. An ad that Meta's own generative tools "materially edit" can pick up an AI info label from that edit, whatever your source tool did. And under the Ad Creative Generative AI Terms, the enhanced Output is Meta's to license, not yours to export. Switching enhancements off means checking two places, the Enhancements step and the Advanced preview, because Meta says some can only be turned off in the second.

What Meta's page actually lists

The About Advantage+ creativearticle opens with the mechanism: "When you turn on Advantage+ creative in Meta Ads Manager and Meta Business Suite, your images and videos are optimised to versions that your audience is more likely to interact with." Then the sentence that decides everything else: "Enhancements to images and videos may vary, depending on who they are shown to and which optimisation is used to improve ad performance." You are not publishing one ad. You are publishing a seed that Meta renders differently per impression.

Below that sits a bare list of 31 names, with an "(AI)" tag on the ones that "use generative AI or have the option to use generative AI". The page gives no description of any of them. Meta's product page says where the descriptions live: "Advertisers can also hover over the information icon next to the feature name to view a pop-up with more details about what enabling the feature will do." So the only authoritative account of what "Video touch-ups" does to your clip is a tooltip inside Ads Manager. Every blog post describing the enhancements in detail is describing a tooltip someone saw on one account on one day. The set is not even constant: the same page says availability depends on "your selected ad format, placements and whether you're using a catalogue", and that verticals "such as financial services and pharma/health", the housing, employment and credit categories, political ads and "certain countries, may not have immediate access to all generative AI features."

The enhancements that touch a video

Grouping the 31 by name is the most that can honestly be done from public sources. The third column is our reasoning from how our own models render, not a Meta description.

Enhancement (Meta's name)	Tagged AI	Why it matters for an AI actor video
Add music	Yes	Veo 3.1, Kling 3.0, Happy Horse 1.1 and Seedance render the spoken line as native audio. Music layered over dialogue is a second audio track you never mixed.
Video subtitles	Yes	Our talking-head prompt explicitly asks for no captions or burned-in titles so the clip stays clean for your own caption style. This puts captions back.
Translations	Yes	The lips were rendered to one script. Translated text over a mouth speaking another language is a visible mismatch.
Video touch-ups, Visual touch-ups, Add video effects	Yes	Skin, lighting and colour on a synthetic face are the exact places viewers look for tells. An automated pass changes what you already checked.
Enhance media text, Add overlays	Yes	Overlay placement decided per impression, on a 9:16 frame composed chest-up with the product in hand.
Flex media	No	Delivers a 9:16 clip to other placements. Meta cannot detect cropped-out objects or text in video (see below).
Adjust brightness and contrast, Add dynamic overlays, Add standard label	No	Not generative, but still a per-viewer change to the frame you approved.

The remaining names on the list (Add animation, Background generation, Image generation, Image touch-ups, Add product tags, Highlight carousel card, Profile end card, Show summaries, Text generation and so on) either name an image or a carousel, or act on the copy, layout and cards around the media. They still matter, but they do not re-render your clip.

Flex media and the crop nobody checks

Flex media is the one non-AI enhancement that most changes what a vertical video looks like, because it is the mechanism for showing a 9:16 clip somewhere that is not 9:16. Meta's About flexible mediapage describes it as delivering "media, such as images and videos, across additional placements when there is an opportunity to help improve the performance of your ad campaign." It also carries a limitation that matters more for video than for anything else on the list: "We aren't currently able to detect if objects or text have been cropped out of videos like we're able to for images, but you can use ad previews to better understand how your videos may appear before you publish your ad."

For a product-in-hand talking head, the product usually sits in the bottom third of a 9:16 frame, and a Feed crop of that frame is exactly the case Meta says it cannot catch. The toggle now lives in two places depending on objective: on the Crop screen for awareness or any calls conversion location, and otherwise "flexible media is gradually moving to Advantage+ creative", where it appears as Flex media. It "may be turned on by default" either way. Do not confuse it with the flexible ad format, which let you drop up to 10 images and videos into one ad; Meta's flexible ad formatpage now opens with "Starting in March 2026, the flexible format will no longer be available in Ad setup." Flexible media is not a replacement for it: each variant is now its own ad, and the batch structure that replaces the format is worked through in testing AI video variants on Meta after the flexible format.

The label you did not disclose

Our Meta AI creative policy postcovers the first route to an AI info label: Meta detecting third-party provenance metadata in the file you upload. Advantage+ creative opens a second route that has nothing to do with your source tool. The About Advantage+ creative page says: "Ad images created or materially edited with certain Meta generative AI creative features available in our marketing tools may include AI info within the three-dot menu of an ad or have an AI info label next to the Ad label." The AI info articlebroadens that to video: "We will automatically apply an AI info label when you use features such as Background Generation, Image Generation or Add Animation to create or significantly edit an image or video." The same article notes that the labelling feature "may not be available in your region".

Read together: an AI-tagged enhancement that "materially" or "significantly" edits your clip can label the ad, and Meta does not publish which of the 17 meet that bar. What it does promise is a warning: "Before publishing, you will see a message during the ad creation process letting you know when an AI info label will appear on your ad." That message is the only signal you get, so screenshot it for the file.

The two routes are independent. We found that a C2PA manifest did not survive even a lossless remux of our own export, so the metadata route may not fire on an edited clip at all. The enhancement route needs no metadata; it fires because Meta made the edit. If your position in New York or the EU rests on knowing whether the ad carries a label, Advantage+ creative can change the answer after Publish.

Whose video is the enhanced version?

The help page notes that Meta "launched supplemental terms for our generative AI features on 6 May 2024" and that the Ad Creative Generative AI Terms apply to existing and future generative features. Three clauses in those Terms change how you should think about a Meta-enhanced AI ad.

On ownership: "To the extent permitted by applicable law, Meta retains all rights that it otherwise possesses in Output generated by the Ad Creative AIs." On where it can go: "Meta hereby grants you the right to share, post, publish, upload or use Output generated through your use of the Ad Creative AIs anywhere on Meta Company Products. Use or publication of Output outside of Meta's platforms is unauthorised and a violation of these Terms." On what you may not do to it: "You must not alter or remove any watermark or content-authenticating metadata that may be generated with Output."

The practical reading: the clip you rendered with your own tool is governed by that tool's terms, which for our models is a per-model question, and it stays yours to run on TikTok, YouTube and Amazon. Anything Meta generated on top of it is a Meta-only asset. The winning "version" of an enhanced ad is a delivery outcome, not a file, and if you want it as a portable asset you have to reproduce it yourself. The Terms also leave the responsibility with you: "if you use or publish any Output, you are solely responsible for evaluating the Output and determining its accuracy, suitability, completeness and the appropriateness of using or publishing the Output as a part of your advertisements on Meta's platforms."

Turning enhancements off, in both places

Meta's turn-off articleis the one to bookmark, and its most important line is a note, not a step: "Some enhancements can only be turned off in Advanced preview, and won't be visible in the Ad creative. To review the status of all enhancements, check both sections." The sequence during creation: reach Enhancements under Set up creative and toggle what you see. Then expand the Ad preview to Advanced preview, open the Advantage+ creative tab, and use the arrows on each enhancement card to see the variations before switching the card off. After publishing, the same two-place check applies from the Ads tab via Edit. For a batch, the bulk edit articlesets enhancements across selected ads at once, provided "all of the ads that you select must have the same ad format." The product page adds that the Marketing API "currently supports opt-in and opt-out, plus previews for some features", so a launch script can pin the state on every duplicate.

One more line from the product page: "Previews shown in Advantage+ creative are examples of possible versions of optimised ad impressions and do not represent an exhaustive list of all possible media-level ad variations." Reviewing the preview is necessary and not sufficient.

What this does to a creative test

If you are running a hook test across a batch of AI variants, enhancements are a confound: each ad becomes several delivered versions, and the reporting line is per ad. The cleaner design is to make the variation yourself and switch the AI-tagged video enhancements off, so that a winner is a file you own and can re-render, not a delivery outcome you cannot reproduce. Meta's fatigue statuses count exposures of a video across your whole Page and then key off cost per result against your past ads, and only for ad sets running one creative; the per-exposure decay Meta's own study measured is the subject of the creative fatigue post.

What a deliberate variant costs, from our own credit table: a 15-second Kling 3.0 render at 1080p is 780 credits, and the same length on Happy Horse 1.1 at 1080p is 550. An 8-second Veo 3.1 clip is 245, and a 10-second Grok Video clip at 720p is 140. The per-second models (Pruna Avatar, OmniHuman 1.5, VEED Fabric) bill on the spoken length of the script instead, Pruna at 18.4 credits per spoken second. Meta's product page claims a "2% lift in conversions for Facebook Reels when using video expansion", with a superscript whose hover note cites only an internal Meta "backend test" of over 118 million ads read between 1 and 21 July 2025; treat that as Meta's marketing figure, not a benchmark for your account.

The list will grow. Meta's 7 July 2026 newsroom post on Muse Image said that "In the coming weeks, advertisers and agencies will be able to tap into Muse Image through Advantage+ creative." The help page read on 4 September does not yet name it, and any new generation feature inside Advantage+ creative inherits the same Terms and the same label logic.

A pre-publish checklist for an AI video ad

Open Enhancements and Advanced preview on every new ad. Meta says some toggles only exist in the second.
Decide the AI-tagged video enhancements per account, not per ad, then bulk-edit to hold the state.
Check Flex media separately. It moves between the Crop screen and Enhancements by objective, and Meta cannot detect a cropped-out product in video.
Watch for the AI info pre-publish message. If it appears on an ad you did not disclose, an enhancement caused it.
Never treat a Meta-enhanced version as a reusable asset. Reproduce winners in your own tool.
Log which enhancements were on for each test cell, or a "winning creative" is unreproducible.

Sources

Meta Business Help Centre, "About Advantage+ creative" (enhancement list, AI transparency paragraph, vertical restrictions)
Meta Business Help Centre, "Turn off Advantage+ creative enhancements in Meta Ads Manager"
Meta Business Help Centre, "Bulk edit Advantage+ creative enhancements in Meta Ads Manager"
Meta Business Help Centre, "About flexible media in Meta Ads Manager"
Meta Business Help Centre, "About the flexible ad format"
Meta Business Help Centre, "About AI info on ads created or edited with generative AI tools"
Meta, "Ad Creative Generative AI Terms" (effective 6 May 2024)
Meta for Business, "Advantage+ creative" product page (FAQ on previews, the Marketing API and the AI logo)
Meta Newsroom, "Introducing Muse Image" (7 July 2026, updated 10 July 2026)

All nine were read in the browser on 4 September 2026. Meta rewrites these help pages without a changelog, so re-open the list before relying on a count.

The enhancements decide how a clip is delivered; the clip decides whether it is worth delivering. What makes AI UGC look fake covers the tells an automated touch-up can amplify, and the Advantage+ glossary entry sets this feature in the wider campaign family. The source clips come from UGC Vids AI, where Starter is $49 a month for 5,000 credits and the first 3 days are free.

What Advantage+ Creative Does to an AI Video Ad (and Which Toggles Are On by Default)