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

BI Meta is pushing advertisers to use its AI tools — and results are proving chaotic: strangely twisted limbs, gibberish writing, or entirely changed products. Meta's response to brands: That's on you, not us. The tech giant has inserted a slew of AI features into its ad products in recent months. Working as designed, they can help make tweaks to ads that improve their likelihood of being clicked. But advertisers say the tools are clunky and generate misrepresentations and absurdities. Business Insider spoke with eight advertisers and agency execs who said dealing with Meta AI problems had become routine. Jessica Gleim, an ads consultant who works with female-founded brands, told Business Insider she regularly sees odd outcomes in Meta's AI creative recommendations for ads she's working on. For one of her clients, a pajama brand, Meta recommended new assets that altered the actual product.