Meta's ads tools started switching out top-performing ads with AI-generated ones

Proven ads? The dirty not-so-secret is that proven ads don’t exist. That’s why these companies employ PHDs to think of new and interesting ways to modify your behavior and influence your future. This is just another step in that evolution

This is really annoying. They force the "Optimize Text Per Person" and it is really hard to turn off. If you accept even one "enhancement" they turn OTPP and there isn't a disable button. And then it spews garbage in some of the ads--copy that is full of non-sequiturs and first and second lines that are complete nonesense. They should be held to account.

An AI agent watching AI ads and buying groceries for you.

I'm a big fan of podcasts; this year I've heard multiple podcasts that I listen to say that the bottom fell out of podcast ad sponsorship money and they lost a lot of funding. Many were looking for alternative ways to fund their podcasts like selling monthly subscriptions.

I wonder if the ad market will start to drop out for other stuff like websites too. AI might cannibalize search engine traffic... if google can basically scrape your site and then front-run you in the search results with an AI summary, you might not be able to make some money off the content you produce with online ads. Some will say good riddance to the SEO spam type of websites that are stuffed with horrible ads, but there are also people making legitimately good or well intentioned content that live off ad spend. I know I personally enjoy reading certain web comics that seem to be largely funded with online ads. I certainly don't like ads, but sometimes I'd rather see something for free with an ad instead of paying for it.

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On a different note, I sometimes use Instagram and recently I have seen a ton of ads for a local tech event... but the event already passed a good while ago, so every time I see the ad it's completely pointless. Someone out there is getting screwed on their ad spend. I think a lot of companies are probably losing money on bad metrics reported for ad views, ads shown to the wrong audience, fake clicks, etc. I'm not saying ads are completely worthless or can't drive sales and conversions but I do think it's easy to get fooled into thinking they are doing more than they are.

I'm a software engineer who is also a media buyer, which is the term for someone who purchases and configures advertising campaigns. I have spent over $100k of my own funds on Meta ads the past several years, which makes me moderately experienced. I spend a lot of time in the "ad manager", i.e. the webapp that Meta has for configuring these ads, allocating budget, and so on.

I think the current UX of the ad manager will make Meta the target of a class action lawsuit, and there is nothing they can do to avoid that now.

Why: many aspects of the ad manager UI will activate settings that had previously been disabled. The details vary over time, but right now three specific examples come to mind:

1. Promo codes 2. Site links 3. Related media

I won't explain these here (you can ask a media buyer and/or an llm). But these are features of Meta's ad system that are useful in certain situations, but for many types of ads, it is better to disable them.

The problem: If you disable them, and then edit the ad creative (i.e. change the image or video), in many contexts they are silently re-enabled.

This is not noticeable unless you navigate through the complex web interface to check, and disable them again. I now have a detailed checklist, but before that, I would often find I had activated ads with these accidentally active.

The outcome is to increase the cost of the intended result of the ad campaign. In other words, it makes the ads more expensive.

It has certainly caused many media buyers to spend significantly more than they otherwise would to get the same results from their ad campaigns.

These three specific examples have been happening for many months, maybe all of 2025. If they disabled the auto-enable right now, that is still a potentially massive amount of ad spend which has been wasted by many companies around the world.

That is why I say a class action lawsuit is inevitable at this point. There is simply too much money on the table for that not to happen.

Why did this happen? My best guess is poorly thought out internal incentives. I.e., someone in some layer of management has their compensation tied to the percentage of running ads with site links activated, for example. So that person(s) is forcing the design/engineering teams to implement a UX that inflates those metrics. That is the best explanation I can imagine for what I am seeing.