Advantage+ creative: how to turn off Meta's AI enhancements
Meta says some Advantage+ creative enhancements may be on by default and can be turned off at any time. Check the previews before your video ad goes live.
Yes: Meta's Advantage+ creative page says you can turn its enhancements off at any time, and that some enhancements may be turned on by default. Meta recommends that you check and approve the previews of all your ads before they go live and toggle off any that do not work for you.
Everything about Meta comes from its Advantage+ creative page, read 2026-09-29. The page names no step-by-step menu path for turning them off, so this post gives Meta's stated rules rather than a click path. Sume's only role is the source video, described at the end.
What does Advantage+ creative do to my video?
Meta says Advantage+ creative uses AI to generate and enhance ad variations across single image, video and carousel formats. Its examples of what the tools work on include the ad's videos, text, images and audio. The page also lists feature names such as video expansion, background generation for catalog ads, related media and image animation.
Can I see what will run before it goes live?
Yes, in part. Meta says you can see a preview of some samples of your AI-generated and enhanced creative before you publish. It adds that the previews are examples of possible versions of ad impressions and do not represent an exhaustive list of all possible media-level ad variations. It shows previews using your own asset and text when possible.
| Question | What Meta says |
|---|---|
| Where are the tools? | In Ads Manager, when adding an ad image or video, or when building a catalog ad |
| Can I turn them off? | Yes, at any time; some may be on by default |
| Can I preview the result? | Yes, some samples, not every possible variation |
| Can I tell which features use generative AI? | An AI logo sits beneath the feature name; an info icon explains it |
| Can I control it by API? | The Marketing API currently supports opt-in and opt-out plus previews for some features |
Does this change what I should send Meta?
Not according to the page, which gives no file rules for the enhancements. Send a finished video for the placement you buy, and check placement specs in Meta video ad specs and Reels safe zones. If a video is AI-generated, Meta's separate disclosure labels apply; see What is AI info on Facebook and Instagram?.
Where does a Sume video fit?
Sume produces the source file. A Format run's files are durable media.sume.com HTTPS URLs that do not expire, so the original stays available after Meta generates variations of the ad. To push files into the ad account, see Meta ads bulk upload for AI videos. Sume's docs do not describe how Meta's enhancements treat an uploaded file, and this post does not either.
Sources
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