Just in time for Summer 2025, Meta has announced a big update: it’s going all in on AI-generated ads. Yep, Facebook and Instagram ads can now write themselves. Which means your summer sale might just be promoted by a robot… but like, a really smart one.

So, what does this mean for your summer promos, Father’s Day sales, back-to-school pushes, or “please-buy-this-it’s-hot-out” campaigns? A lot. And if you don’t pay attention, you might end up spending your budget on ads that sound like your uncle trying to use TikTok slang.

Let’s break it down.

What Is Meta Ad Automation (and Should You Be Scared)?

In short: Meta’s ad automation uses AI and machine learning to generate and optimize your ads, everything from headlines and visuals to targeting and budgets.

The idea is that it saves you time and improves performance. Sounds great, right? Sure. But also: PROCEED WITH CAUTION. Because while the machines can technically build your ads now, they’re still relying on you to tell them what to say, how to say it, and who to say it to.

You still need strategy. Otherwise, you’re just letting AI throw spaghetti (ads) at the wall (your audience) and hoping it sticks (spoiler: it won’t).

Why This Update Is Kind of a Big Deal for Summer 2025 Campaigns

Summer is basically the Olympics of digital advertising. Everyone’s running promos, launching collections, or trying to get people to buy things while on vacation. Ad space gets crowded. Prices go up. Attention spans shrink.

Meta’s AI update can help you move faster and test more creative variations, but only if you’re feeding it good stuff. Think of it like a really smart intern: super helpful, but not psychic. If you give it garbage inputs, you’ll get garbage outputs, faster.

So yes, it’s a game-changer. But only if you play the game right.

Yes, Meta Can Write Your Ads. No, That Doesn’t Mean You Should Let It

Meta can now auto-generate ad copy, pick images, and even choose your CTA. But if you’re not telling it what matters to your brand—your voice, your audience, your seasonal promos—it might just create something bland, off-brand, or straight-up cringe.

To make this work in your favor, start by uploading creative assets that actually reflect your campaign. Think: beach-ready visuals, “summer-only” offers, copy that sounds like you, not a tech demo.

Meta’s AI is a great tool, but you’re still the creative director.

Creative Testing Just Got a Turbo Boost

One perk of this update? Testing ad variations is faster and easier than ever. You can load in multiple versions of text, images, and videos, and Meta will mix and match to find the winning combos.

That means you can test more, learn faster, and pivot quickly if something flops. But it also means you need to keep an eye on what the algorithm is prioritizing, otherwise, it might put all your budget behind a version you don’t love (or that converts worse than your mom’s Facebook Marketplace listings).

The key is to upload multiple copy and creative options upfront, then check your data early and often. Don’t ghost your campaign and hope for the best.

Budget Control: Still in Your Hands (If You Want It to Be)

Meta’s automation is great at optimizing for performance, but that doesn’t mean it’s always optimizing for your goals. If you’re not careful, it’ll go after cheap clicks instead of actual conversions. Or it’ll spend 90% of your budget on one shiny video just because it gets the most reactions.

Set cost caps, ROAS targets, and keep your budget goals front and center. Think of it as setting boundaries in a relationship. You’re in charge, you just need to speak up.

Want Your Ads to Feel Fresh All Summer Long? Update, Update, Update.

Meta’s AI can do a lot, but it can’t save a stale campaign. If your ad creative hasn’t changed since Memorial Day, it’s probably getting ignored by now.

We recommend rotating your visuals and messaging every 7–10 days during summer. Use seasonal language, promo urgency, and visuals that match what people are actually doing (like sweating in a tank top, not wearing a wool blazer).

FRESH ADS = BETTER ENGAGEMENT. The algorithm likes it. Your audience likes it. Your results will like it.

TL;DR: Don’t Let the Robots Run Wild

Meta’s 2025 ad automation is smart, but not that smart. You still need strategy, brand voice, and creative direction. Especially when summer ad space gets competitive.

Automation can help you scale, speed up testing, and reach the right people faster. But only if you set it up right, monitor it closely, and keep your content fresh. Otherwise, you’re just handing your budget to a robot and hoping it does a good job.

Want a Meta Campaign That Doesn’t Feel Like It Was Built by a Bot?

We’re Good On, and we create high-performing Meta ad campaigns that actually reflect your brand (and don’t make your customers cringe). We combine smart creative with automation-savvy strategy to help you win the summer, without burning your budget.

Whether you’ve got a Father’s Day flash sale or a sizzling July drop, we’re here to make sure your ads don’t just run, they perform.

Book a free strategy call or check out our Meta case studies.
Let’s build something the robots would be jealous of.