Meta is rolling out more AI features across its advertising products, encouraging brands to rely on AI to create and manage campaigns. Multiple reports describe growing friction between Meta’s automation and advertisers’ expectations. Brands and investigators say the tools can produce problematic outputs, including nonsensical or gibberish text, incorrect or distorted depictions in ad creative, and images that no longer match the advertised products. Advertisers also characterize the experience as clunky or difficult to use, with results that may misrepresent what the brand is selling. The reporting indicates that, when confronted with these issues, Meta’s response is that the responsibility lies with advertisers to handle or correct the outcomes. The articles collectively describe the situation as chaotic for brands that adopt Meta’s AI ad tooling, while acknowledging that Meta continues to push these features as part of its ad platform strategy.