Meta is replacing traditional ad format selection with a dynamic system that adapts creative across placements automatically.
Meta is replacing manual ad format selection with a dynamic system where AI chooses whether your ad runs as a carousel, single image or video based on each impression.
Meta announced it is moving away from traditional format selection (single image, carousel, collection) and replacing it with a system where advertisers upload multiple assets and Meta's AI selects the format per placement and user.
Manual creative control is shrinking across Meta's ad platform, following the same trajectory as Google's AI Max where platforms take over format decisions because machine learning optimises faster than humans.
Australian SMBs that rely on manual creative setups will need to shift their production workflow toward multi-format asset libraries rather than single-format campaign briefs.
Paid social managers, creative teams and agencies producing Meta ad creative who currently build campaigns around specific format choices.
Advertisers who only upload single-format assets will starve the algorithm of options, resulting in worse delivery and higher costs compared to competitors feeding it multiple formats.
Start uploading multiple creative assets per ad (images, videos, copy variants across 1:1, 9:16 and 16:9 aspect ratios) to give Meta's system more to work with
Review performance by placement in Ads Manager to understand which formats Meta is favouring and test the new structure against your existing manual format ads