Meta has increased the limit for its creative testing feature from five to ten ads within an ad set. This allows advertisers to experiment with more variations when creating or updating ads. You can access this feature in the Creative Testing section during ad setup.

Meta Platforms aims to enable brands to fully automate the creation and targeting of advertisements using artificial intelligence by the end of 2026. This initiative is expected to enhance the efficiency of ad campaigns, leveraging Meta's extensive user base of 3.43 billion active users. However, concerns regarding brand safety and creative control in AI-driven advertising persist among marketers.