Meta Will Enable Advertisers to Test Experimental AI Features 

Overview

• Meta’s new Early Release program brings generative AI tools straight to marketers before the public sees them.
• Learn about how to join the program and what’s included in it.
• House of Marketer‘s Insights on how advertisers can benefit from this.

Meta is preparing to take its next big leap in AI-powered advertising: an Early Release program that gives select advertisers first access to experimental generative AI tools, before they roll out to the public.

This initiative reflects a broader shift in the digital ad landscape, where speed, automation, and AI-driven creativity are fast becoming non-negotiables. For marketers eager to stay ahead of the curve, this is a rare chance to get hands-on with tools that could redefine campaign execution across Facebook, Instagram, and Threads.

What Is the Early Release Program?

According to Meta, Early Release features are “being tested with a small percentage of advertisers to validate performance and suitability before rolling out more broadly.” 

In essence, this is an invitation to co-create the future of AI advertising, offering marketers the chance to not just use emerging tools, but actively shape them.

By participating, advertisers can test Meta’s latest Advantage+ creative tools, ranging from Meta’s AI-generated video to automated creative variations. However, Meta notes that these features are not guaranteed to reach full release. Some may be pulled back based on real-world performance, making this both an opportunity and a proving ground.

So what exactly will marketers be able to experiment with?

Inside the Toolbox: AI Features You Can Test

Meta has already established itself as a leader in AI-powered advertising, with features like automated targeting, creative enhancements, and personalised placements becoming key drivers of performance. But the Early Release program introduces even more advanced tools:

• Video generation from prompts makes it easier to turn ideas into scroll-stopping content.
• Creative variations tailored to multiple ad formats, from Stories to Reels to carousels.
• Localised content production powered by multilingual AI.
• Background generation that adapts product visuals to different cultural or thematic contexts.

These tools are not just gimmicks—they are designed to simplify ad production, improve performance, and help brands stay aligned with TikTok-style content expectations across Meta platforms.

Meta’s AI Momentum Continues

Meta’s Early Release program is the latest in a series of moves doubling down on AI innovation. In recent months, the company has rolled out an upgraded user interface of the Instagram profile, “blend” reels panel, and launched ad performance guides to help advertisers scale their creativity faster. These updates signal Meta’s clear intent: to become the most marketer-friendly AI platform in the social space, where both automation and customisation coexist.

Transparency and Control are Meta’s Motto

Naturally, with great AI comes great responsibility, and Meta seems to understand that. Every experimental tool in the Early Release program will be clearly labeled within Meta Ads Manager, so advertisers can make informed choices at every step.

Here’s what marketers can expect:

• A visible “Early Release” tag on applicable features
• A full preview of how the AI impacts creative output
• Customisation options before opting in
• A clean rollback if Meta discontinues the tool—removing it from live ads without disruption

This layer of control ensures advertisers can experiment without risk, maintaining trust while testing what works best for their audience.

How to Join the Program?

One important detail remains unclear: how to get in. At the time of writing, Meta has shared no public application process or eligibility criteria. The company has confirmed the program is “coming soon,” but for now, it’s a waiting game.

If you’re interested in participating, keep an eye on Ads Manager dashboards and official Meta Business updates. The program will likely roll out in stages, starting with a select group of advertisers before expanding further.

House of Marketers Insight

Meta’s Early Release program is a sign that the future of advertising is being shaped inside the ad platform itself, in real time, with marketers as co-pilots.

For brands that value agility, personalisation, and innovation, this program offers a front-row seat to the next era of creative automation. Whether you’re testing AI-generated video or experimenting with auto-localised ad sets, the tools coming through this initiative could radically simplify content creation and amplify campaign results.

But with innovation moving this fast, the real question is: Will your brand be ready to adapt when these tools go mainstream?

If you are looking to capitalise on these opportunities and turn them into action, House of Marketers can help. At House of Marketers, we help businesses craft impactful influencer marketing campaigns across TikTok, Instagram, and Facebook. Contact House of Marketers today and future-proof your marketing strategy!