Meta is removing traditional ad format choices (Flexible, Single image, Carousel, Collection) in favour of AI-driven format selection from multiple creatives.
1 min read
What changed
Meta is phasing out traditional ad format selection (Flexible, Single image, Carousel, Collection)
The new system allows advertisers to upload multiple formats and creatives within a single ad
Meta's AI then selects which format to show each user based on predicted performance
What it means
This continues Meta's shift toward full creative automation. The platform's AI now determines not just who sees your ad and when, but in what format. For Australian advertisers, this means creative quality and variety matter more than format strategy. The brands that supply Meta with a diverse range of high-quality creative assets will outperform those that rely on a single format.
What to do
Start producing creative in multiple formats for every campaign: static images, short-form video, carousel sequences and collection-style layouts
Upload all variants into a single ad and let Meta's AI test combinations rather than splitting formats into separate ad sets
Monitor performance by creative asset rather than by format type. Your reporting lens needs to shift
Test giving Meta more creative options per ad. Early data suggests more variants improve AI optimisation
Source: SocialBee, SwipeInsight, Meta for Business (April 2026)