Meta Andromeda is being presented as a radical turning point in advertising performance on Meta platforms. Thanks to artificial intelligence (AI), this technology promises to more quickly and intelligently sort the thousands of possible creative combinations on Facebook and Instagram.
What we’re hearing: A single campaign, a big audience, many creatives... and spectacular results.
But this reading is usually overly simplistic. Our role as an agency is not to jump head-first into whatever’s new, but to evaluate what such advances can actually do now... and what they can’t do yet.
So I suggest an overview of the technology to get a clear picture of this update and some recommendations for trying it out on your paid social.
- Understanding Meta Andromeda
- Advantages and expected results
- Limits of AI advertising
- My 5 recommendations
- Conclusion
What is Meta Andromeda?
Andromeda is Meta’s new proprietary machine-learning system. It was created to improve the selection of ads and offer better value to advertisers and users with artificial intelligence (AI).
For each possible impression, millions of ads are eligible. Andromeda reduces this volume and retains only a few thousand of the most relevant for display. Its goal is to show the right message to the right person.
The old system could no longer keep pace with the growing diversity of creative on the platform, notably with Advantage+ Creative. The Andromeda update, already in effect, makes the system faster and more powerful, able to generate a much larger volume of ad combinations to find the one that performs the best.
Meta Andromeda lets advertisers more easily download a large volume of promotional ads. The technology then personalizes the ads displayed to users. Image source: Facebook
You may have already noticed the effects of this advancement. Announced at the end of 2024, Meta Andromeda began its gradual deployment in the spring of 2025. Its first effects were seen by the summer, and by the fall the system was considered to be fully deployed among all advertisers on Facebook and Instagram.
What Meta Andromeda really lets you do
With Andromeda, Meta is driving advertising performance further. The AI isn’t restricting itself to mere optimization: It analyzes, selects, and activates the best creatives.
✅ Test many more creatives: Andromeda can analyze a very large number of images, videos, and variations to find the best possible combinations.
✅ Improve ad selection: The system has a better understanding of which messages get attention and shows the ads that are most relevant.
✅ Improve automated campaigns: Advertisers who already use Advantage+ can already see an improvement in performance while diversifying their creative.
✅ More easily manage campaigns with a large target: Andromeda provides better support to campaigns with big audiences and that include many different signals (demographic, geographic, interest, behaviour, etc.).
Example of AI personalization of photo backgrounds for Ben & Jerry’s products. Image source: Facebook
More relevant ads and promising results
By showing personalized ads to the right person, Meta Andromeda brings ad relevance to a whole new level on Facebook and Instagram.
Let’s look at a specific example: A sporting goods retailer can create a large quantity of ads adapted to different sports. Those who love life on the slopes would therefore see products related to their favourite activity, whether they’re fans of downhill skiing or snowboarding.
This personalized approach using AI leads to improved performance. Meta stated that its technology facilitated an “8% increase in ads quality [across Facebook and Instagram], increasing the impact of Advantage+ automation and creative Gen AI tools for advertisers.”1 Meta also noted an increase of 22% in advertising return on investment (ROAS) among those who activated Advantage+.2
Don’t let the allure of AI distract you from what’s more important: your customer. Read our article on customer-centric marketing in the era of AI.
What Meta Andromeda isn’t
Meta Andromeda isn’t a feature you activate in your ad manager. It’s a technological update already deployed on Facebook and Instagram that changes the way you think about, structure, and optimize your paid social campaigns.
But watch out:
❌ It isn’t a miracle strategy
❌ It isn’t a guarantee of spectacular results
❌ It’s not a reason to put all of your messages into a single campaign
❌ It’s not an excuse to create dozens of unconsidered creatives
❌ It’s not a revolutionary tool that replaces strategy
So far, most of the ”spectacular” results associated with Andromeda can above all be explained by:
- a big audience that brings lower CPMs
- varied creatives that generate better click rates
- the inclusion of remarketing audiences which inflate conversion rates
Meta Andromeda doesn’t steer your marketing plan for you. It’s a more powerful tool, but it remains one you need to manipulate. The same logic applies to Google Ads: AI is energizing the platform, but experts are still indispensable.
The evolved capacities of technology and AI must never replace your strategic thinking.
How should you adapt your strategy to Meta Andromeda?
Now that you understand what Andromeda can accomplish—and what it will never do on its own—how should you adjust your strategies? Here are my five recommendations to ensure this technology helps you drive your marketing campaigns on paid social.
1. Don’t change your structure overnight
Every account and every advertiser is different. Complete consolidation isn’t the solution for everyone. Think hard about your strategy and test before you decide to merge all of your campaigns.
2. Test Andromeda in a controlled way
Launch parallel tests by configuring one campaign according to your usual best practices and another that is adapted to Andromeda (several creatives and big audience). Compare the results to understand what really works for you—for your company, your sector of activity, and your audience.
3. Opt for creative quality instead of quantity
A variety of creatives is important, but they all need to be consistent and well-considered. Work different angles to respond to several needs instead of creating different versions of the same ad. Don’t overlook the quality of your visuals or texts simply because Meta’s AI will sort through them.
4. Continue working on your marketing funnel
Your marketing strategy won’t just disappear. Improve it using automation in order to track your customer through their purchase journey. Feed Meta’s advertising AI with all possible signals.
5. Keep an eye on what really counts
Don’t focus solely on the classic key performance indicators (KPIs) for Facebook and Instagram ads, such as a higher click-through rate (CTR) or lower cost per action (CPA). Analyze the quality of your prospects, actual conversions, and long-term profitability.
Meta Andromeda: A testing opportunity
Meta Andromeda might not be revolutionary, but it’s definitely a major technological advancement that’s impossible to ignore.
Its ability to process so many different creatives represents a new way of doing paid social on Facebook and Instagram while implementing A/B testing of creatives and configuring large audiences.
But this is no miracle solution that will transform everything overnight.
Right now your priority should be to try out this new method to stay ahead of the pack. Test it progressively, then adjust your strategy based on your results.
At adviso we’re not afraid of automation, modelling, or advanced optimization systems. On the contrary, our experts love turning technological opportunities into tools to improve your paid social campaigns and marketing strategies. Let’s take a look at how to achieve your objectives.
NOTES
1Facebook, “AI Innovations in Meta’s Ad Ranking Driving Advertiser Performance,” March 27, 2025.
2Facebook, “Meta Andromeda: Supercharging Advantage+ Automation with the Next-Gen Personalized Ads Retrieval Engine,” December 2, 2024.
The article Meta Andromeda: An AI Revolution in Paid Social? first appeared on adviso.ca.
%20(1).jpg)
%20(1)-1.jpg)
