A new feature for dynamic creatives has appeared in Meta Ads Manager. Advantage+ algorithms can now not only select headlines in post descriptions, but also recognize and replace text directly on the image itself.
The AI scans the banner, finds key phrases, and generates alternative versions for a specific user on the fly.
How text replacement works
Previously, image optimization in Meta was limited to basic adjustments: the algorithm could extend the background for the 9:16 format, add light animation, or apply a filter. The text on the original image remained untouched.
Now the system goes further:
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The algorithm finds a text block on the banner and erases the original phrase.
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New text with a similar font and color is placed over it.
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The wording is tailored to the user's activity history: the AI will show some users an emphasis on a discount, others — on delivery speed or product features.
According to Meta's concept, this personalization should increase click-through rates. But in practice, it does not always work predictably: the algorithm may shorten the meaning of the offer, remove an important trigger, or generate a phrase that completely breaks the logic of the campaign setup.
What to do to prevent creatives from breaking
If you are running campaign setups where every word on the banner has been carefully considered and aligned with the landing page, it is better to control automatic replacement manually.
When setting up ads in the Advantage+ Creative section, check the Text Overlay (Text replacement on the image) option. If it is enabled by default, it can be deactivated, leaving only basic format adaptation.
For brand accounts, Meta offers an alternative: specify a list of approved phrases, fonts, and colors in Brand Kit in advance so that the AI does not go beyond the brand style when generating variations.
