Meta Launches “Early Release” Program to Let Advertisers Test AI Ad Tools Before Public Rollout
Meta has unveiled a new initiative aimed at giving select advertisers early access to experimental generative AI ad features — a program aptly titled “Early Release.” This move allows brands to test upcoming creative tools for Facebook, Instagram, and Threads ads before they’re officially launched to the public.
According to Meta, the new program is designed to validate the performance and suitability of these features in real-world scenarios. Participants will not only gain first-hand experience with cutting-edge AI functionalities but also contribute valuable feedback that could influence whether the tools are fully launched — or rolled back.
“Early release features are those that are being tested with a small percentage of advertisers to validate performance and suitability before rolling out more broadly,” Meta explained. “Some features may be rolled back based on these evaluations.”
What Advertisers Can Expect
Participants will have access to advanced versions of Meta’s Advantage+ suite, including creative enhancements powered by AI. These may include:
- AI-generated backgrounds for ad creatives
- Automated format variations to suit multiple placements
- Prompt-based video generation tools
- AI-driven copy and headline suggestions
These tools are designed to help advertisers streamline the ad creation process while testing performance-enhancing variations that adapt content for different audiences and formats.
How It Works in Ads Manager
Each experimental feature included in the Early Release program will be labeled as such in Meta Ads Manager, giving advertisers full transparency. Brands will be able to:
- Preview the AI-generated ad variations
- Customize them before publishing
- Decide whether to opt-in to using that specific feature in a campaign
If Meta chooses to discontinue a particular feature, it will automatically be removed from active campaigns. And if it’s eventually rolled out to the general public, the “Early Release” tag will simply be lifted, and the ad will continue running normally.
Why It Matters for Advertisers
This program could be especially attractive for brands looking to stay ahead of creative and automation trends. With AI continuing to reshape digital advertising, having early access to Meta’s evolving tools offers a distinct edge in:
- Speeding up content production
- Scaling creative assets without inflating costs
- Testing performance variations in a low-risk environment
How to Join? Still a Mystery
As of now, Meta hasn’t shared how advertisers can apply or qualify for the Early Release program. The company has only provided an overview — no sign-up page, eligibility criteria, or timeline has been disclosed.
However, the rollout appears to be imminent. Meta says it will share more details soon, and updates are expected in Ads Manager and other channels. We’ll be watching for updates and will share new information once it becomes available.
This move follows Meta’s broader commitment to integrating AI into every layer of advertising, and it signals that generative ad tools may soon become mainstream in digital marketing.