Meta is giving a small group of advertisers early access to its newest generative AI ad tools. The company has launched a new early release program to enable selected partners to test creative features that are still under development, before deciding whether to make them available to more advertisers.

This early access model is Meta’s way of offering hands-on experience with tools still being evaluated. Advertisers in the program can preview these features, test ad variations, and decide whether they want to use them in their live campaigns.

In Ads Manager, each tool available through this program will be labeled “Early release.” Advertisers can see this label at the ad level, click on the feature, and customize the AI-generated creative outputs before opting in. Meta says this approach ensures full transparency and gives advertisers control over how they use these new tools.

Features may be removed or made public depending on the results

This early release program is Meta’s way of beta testing creative ad tools on a small scale. The idea is to let advertisers try Meta’s new AI creative features, gather feedback, and make changes before launching these tools more widely. For instance, if a tool shows strong performance and usefulness, Meta will remove the “Early Release” label and make it generally available. However, if a tool does not meet Meta’s standards, it will be rolled back, and Meta will remove the feature entirely from all active ads.

The early release program is also structured to maintain advertiser control. Even though Meta is testing AI tools, advertisers still have the choice to preview and customize what the AI generates.

According to Meta, access to these tools is limited. Only a small percentage of advertisers will be able to test them during the early stages. This testing phase helps Meta validate whether the tools are performing as expected and are suitable for broader use.

What advertisers can expect from the early release tools

These generative AI tools may include options to enable ad creation and optimization. In February, Meta said it was testing a unified AI-powered campaign setup under its Advantage+ brand, with Advantage+ Leads, which automates lead generation using AI.

Meta also began expanding its opportunity score tool, which provides real-time, AI-generated recommendations on improving ad performance.

The early release program is another example of how companies are developing new ways to help advertisers use generative AI in the ad creation process.

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