Meta has quietly shifted its Advantage+ AI tools from optional add-ons to default settings in your campaign creation process.

Previously, activating Advantage+ required a conscious choice, a deliberate click into AI-powered optimization. Now, it’s integrated into your campaign setup. Audience targeting? Placements? Budget optimization? Advantage+ is automatically on. Meta has even introduced an “Opportunity Score,” a 0-100 rating that grades how well you’re playing along with their AI recommendations. 

However, Meta isn’t making this move because it enjoys annoying media buyers. Meta is doing it because the numbers are rather compelling. The AI-powered recommendations are now four times more efficient at driving ad performance than previous models. Translation: Meta is getting better at showing people what they actually want to see, which means your ads have a better shot at reaching truly interested audiences rather than just technically qualified ones.

The secret sauce? Three billion active users generate behavioral data every single day. When you’re processing insights from nearly half the planet’s population, your predictive models aren’t educated guesses. They’re watching people scroll, click, and convert in real-time.

Bear in mind that Meta’s AI isn’t replacing strategy; it’s replacing the tedious tactical execution that strategy used to require. The algorithm doesn’t understand why your product matters or how to craft a compelling message. What it does understand is who is more likely to convert on Friday afternoons after watching your videos, and who responds better to carousel ads featuring user-generated content.

So what’s the practical takeaway for marketers navigating this new reality? Your role is evolving, not evaporating. AI handles micro-optimizations across millions of data points, something no human could do anyway. Your job remains distinctly human work: understanding your audience’s deeper motivations, crafting messages that resonate emotionally, and developing creatives that stop the scroll.To know more, click here.