Meta’s new Muse Image tool means AI is going to play a much bigger role in how ads are made on Facebook, Instagram and WhatsApp.

Right now, the launch looks fun and playful: turning selfies into claymation, 16 bit game characters, or redesigning your living room. But the same AI is about to sit inside Meta’s ad tools, helping brands automatically create lots of different versions of an ad that still look on brand and keep the product looking real.

If it works as promised, making extra ad creatives will become very cheap and very fast. That means four things for marketers:

• The hard work moves from producing assets to deciding the idea and the brief.
• You need better testing and measurement, because every audience could see a slightly different AI made ad.
• You need clear rules for what is acceptable, to avoid crossing lines on persuasion, privacy, or bias.
• Meta says Muse Image “knows your world” by pulling in public content and shopping data. That is powerful, but it also raises questions about consent and brand safety.

For advertisers, the next step is making sure these new tools are used effectively and responsibly: understanding what they actually change in performance, how they affect brand perception, and where the guardrails need to sit. That is the kind of work we are focused on at Ebiquity, as AI becomes part of everyday creative practice rather than a side experiment.

Meta has launched Muse Image, a new AI image-generation model, inside its Meta AI chatbot and across apps including Instagram and WhatsApp.

Users can create images from text prompts or edit existing pictures, including images featuring friends or creators based on public Instagram posts. People can opt out of having their content reused or remixed.

Advertisers will soon be able to use Muse Image for marketing materials. Meta says generated images will include invisible watermarks and safety measures to prevent misuse, including child sexual abuse material.