Meta brings Muse Image AI to Advantage+ creative to help advertisers generate smarter ad creatives

New Delhi: Meta is expanding its generative AI advertising capabilities by bringing Muse Image, the first image generation model developed by Meta Superintelligence Labs, to its Advantage+ creative suite, enabling advertisers to generate higher-quality, brand-consistent ad creatives with fewer iterations. The company said the rollout will begin in the coming weeks, extending the same AI model already being introduced across Meta AI, Instagram and WhatsApp to businesses using its advertising platform. The announcement comes as Meta deepens its push into AI-powered advertising amid intensifying competition among technology companies to build generative AI tools for marketers. According to Meta, more than 8 million advertisers already use at least one of its generative AI creative tools. Muse Image introduces what Meta describes as "agentic visual reasoning and self-refinement," allowing the model to understand complex creative briefs rather than relying solely on text prompts. The company said the upgraded image-generation capabilities will enable advertisers to create diverse lifestyle visuals, generate new backgrounds for product images, and produce static creatives from videos while maintaining brand identity. "Muse Image is built with agentic visual reasoning and self-refinement, meaning it understands complex creative briefs the way a designer would, not just individual keywords. Muse Image brings native reasoning to the creative process to adjust elements, swap styles, and create variations based on the advertiser's creative, resulting in high-quality, on-brand ad variations with fewer iterations," Meta said. Meta said early testing of Muse Image-powered creative variants has delivered encouraging results, with advertisers highlighting improvements in photorealism and product accuracy. Hayden Merrill, Director of Paid Media at Origin USA, said, "The photorealism is what stood out—the depth of field, the realistic texture and stitching of the leather. With previous generations, I could always tell it was AI. For a smaller team that moves fast, that makes this a genuinely usable tool for us." Olivia Funk, Director of Creative Strategy at AG1, added, "What impressed us is that even small tweaks, a shifted layout, a different lifestyle context, gave us real ad variation while maintaining brand integrity. These are variants we'd actually run, not ones we'd need to pull back and fix." Elis Savas, Paid Social Manager at AS Beauty, said, "You'd be surprised how hard it is for AI to make our products look like ours, the compact shape, the cap finish, the size of our logo. Previous generations got those details slightly wrong every time. What we saw from these new images nailed our brand identity on the first pass. That's the difference between a novelty and a tool we'll actually use." Crystal Duncan, EVP Brand Engagement at Tinuiti, said, "What we want from AI-powered creative tools is a smarter starting point, not a replacement for the creative process, but a way to help our teams explore ideas faster and with greater strategic focus. What stood out to us about the new image generation capabilities was the ability to create on-brand lifestyle variations while faithfully preserving the product packaging, look and feel. That's the kind of output that helps accelerate creative development while keeping our teams firmly in the driver's seat." Meta is also introducing a new room restyling feature in Meta AI Shopping. The capability allows shoppers to upload a photo of their room, after which Muse Image generates photorealistic visualisations using products from a business's catalogue. Consumers can compare different styles, refine the look through AI conversations and then purchase products directly through a brand's website. Initially, the feature will be available for businesses in the United States, with Meta saying brands that invest in high-quality product catalogues will be better positioned as AI-powered product discovery expands.