Advertisers are disabling Meta's AI creative tools, citing an "aggressive" rollout that prioritizes the platform's adoption goals over brand control, according to agency executives. Susan Harangi, paid media supervisor at Edge Marketing, said the rapid push towards these tools, with their lack of consistency and additional QA required, feels aligned with Meta's broader AI adoption goals. A key frustration is the opt-out rather than opt-in model, as enhancements are enabled by default and can be applied retroactively to ads built before the features launched. Harangi said her agency disables most features to maintain control over creative and ensure brand guidelines are met, noting Meta's toolset is more aggressive and frequently changing than other platforms. Despite the unpredictability, a controlled test for an e-commerce client showed the AI-generated background variation received twice the spend and generated five purchases against zero for the original over a one-month period. Harangi noted some agencies are scaling back use after uncontrolled enhancements impacted client relationships. Ori Gold, co-founder and CEO at Bench Media, said the mistake is treating all of Meta's AI as one capability, as Meta is good at deciding which approved ad to show but not yet reliable enough to decide what a brand should say or how ads should look.