Meta is pushing AI ads hard -- and causing chaos for brands

Meta is pushing AI ads hard -- and causing chaos for brands, describing complaints that AI-driven ad features are producing incorrect or distorted outcomes for advertisers. The article says Meta has added multiple AI capabilities to its ad products in recent months, designed to improve click likelihood, but several advertisers report frequent problems. Examples cited include a pajama brand receiving recommendations that changed the actual product image, and a networking group for women in Montana seeing ads altered to include men. It also reports that some AI features are off by default, yet bugs can unintentionally enable them; one executive said a toggle-related issue affected most clients in a 15-customer portfolio. A Meta spokesperson pointed to terms of service placing responsibility on advertisers to review AI outputs. The piece notes brands increasingly must double-check large ad volumes, with agency leaders citing operational burden and potential brand-perception harm.