Andromeda: how Meta advertising changes for good
Meta's new AI ads engine makes your creatives your targeting. What Andromeda changes, and why we still switch off Meta's automatic creative mixes.
Anyone who has worked with Meta Ads for a while knows it: the era of endlessly building audiences, testing lookalikes and micro-segmenting is over. Today your creatives are your targeting. With the launch of Andromeda, Meta’s next-generation AI ads engine, that principle matters more than ever.
What is Andromeda, and what changes?
Andromeda is Meta’s new AI architecture that decides which ad a user gets to see. Instead of stacking and splitting audiences by hand, the system now looks mainly at the variety and the quality of your ads. Which means brands that can produce new content structurally and consistently have an advantage.
The more creatives you feed it, the smarter the AI can be about selecting what lands with whom. Meta itself recently communicated that for maximum results you need up to sixty creatives per week.
AI mixes in Meta Business Manager, and our view on them
Meta now offers AI creative mixes of its own. The platform automatically combines images, copy, sitelinks and even music. Handy if you want to test quickly, but not without risk.
For our campaigns we deliberately leave this feature switched off for now. Why? Because the AI is not refined enough yet. The result often looks generic and sometimes downright messy. To guarantee quality and consistency for our clients, deliberate control over visuals and message stays our priority.
In short
What is Meta Andromeda?
Meta Andromeda is Meta's next-generation AI ads engine that decides which ad a user gets to see. Instead of relying on audiences stacked and split by hand, Andromeda looks mainly at the variety and quality of your ads. That makes your creatives your targeting, and it gives an advantage to brands that produce new content structurally and consistently.
How many creatives do I need for Meta ads with Andromeda?
Meta Andromeda works better the more creatives you feed it, because the AI can then be smarter about selecting what lands with whom. Meta itself recently communicated that for maximum results you need up to sixty creatives per week. Brands that can keep producing new content consistently therefore have an advantage.
Should I use Meta's automatic AI creative mixes?
Meta's automatic AI creative mixes, which combine images, copy, sitelinks and even music, are handy for quick tests but not without risk. Stigo deliberately leaves the feature switched off for now because the AI is not refined enough yet, and the result often looks generic or messy. Deliberate control over visuals and message protects quality and consistency.
Team Stigo, Stigo Digital Agency
Writes about what actually happens inside the campaigns we run from our own location in Antwerp. Questions about your own numbers? Book a call.
