Meta is now making its Advantage+ AI tools a core part of its ad creation process, Social Media Today reports. Previously, advertisers had to select Advantage+ as a separate option. Meta says it is merging these AI-driven capabilities into the standard campaign workflow, meaning they are now part of the default setup for new campaigns.

With the new setup, AI recommendations are applied across key campaign components, including audience targeting, placements, and budgeting. Meta notes that Advantage+ is generally activated by default for both audience and placements, allowing advertisers to access AI-based recommendations automatically.

How the AI recommendations work

Advantage+ AI features are built into core campaign settings. Meta describes these options as analyzing historical user activity to provide automated recommendations. The AI does not make decisions independently. It uses predictive modeling based on past data to highlight potential adjustments within campaigns.

Understanding the Opportunity Score

Meta has also added its “Opportunity Score” in the ad setup. According to the company, it is a 0-100 point summary that reflects how well a campaign is structured to utilize automated optimization tools. This score is based on how AI recommendations are applied to campaign structure, including audience and placements. It is intended to provide advertisers with an overview of campaign setup efficiency according to Meta’s data analysis.

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