Meta is scaling AI-powered creative tools across its advertising ecosystem, with Muse Image designed to help businesses generate improved campaign variations from existing visual assets. The company’s Q2 update indicates that image generation is rapidly becoming embedded in performance marketing, lowering the cost and time needed to test new creative. Meta’s Q2 results reveal AI image generation is now becoming a standard capability within digital advertising workflows. The company revealed that adoption of its image-generation features more than doubled during the quarter. Mark Zuckerberg, CEO of Meta, highlighted growing adoption, stating, “9 million small businesses on our platforms are now using at least one of our AI ad creative tools.” At the center of this strategy is Muse Image, Meta’s latest generative AI model designed to analyze existing visuals and learn from performance to generate enhanced advertising assets. “Muse Image is going to supercharge this. The model can analyze images, improve its own work, and produce better ad variations based on advertiser input,” Zuckerberg reveals. Susan Li, CFO at Meta, reinforced that the objective is to help advertisers produce brand-consistent creative at greater scale. For CX leaders, these capabilities offer more cost-effective creative personalization, but Misti Vogt, SVP of Engagement at Orange Logic, argued that trust depends on how customers interpret AI-generated content within its intended context. “Authenticity isn’t a property of the content itself, it is defined in context at the moment of consumption,” she said.