Facebook-parent Meta has forcibly enabled an AI enhancement on all active ad campaigns on its platform

Advertisers across Meta’s ad platform woke up this week to find something new slipped into their campaigns without warning. A banner at the top of the dashboard now reads, “We turned on 1 enhancement for active ads. Including Reveal details over time.” And just like that, every active campaign appears to have been quietly updated with a fresh AI feature that many advertisers say they never asked for.

The backlash started almost immediately in r/FacebookAds, where users tried to piece together what Meta had actually changed. The original post that kicked things off asked whether anyone else had seen the new toggle suddenly appear on ads that had been running just fine.

Within hours, dozens of advertisers jumped in with the same story: creative AI testing disabled at the account level, yet a new enhancement applied anyway.

A second thread from today shows the same complaints building. Some advertisers noticed the change was never listed in campaign history even though every manual adjustment they make normally appears there.

Even now, many advertisers are not sure what the feature actually does. A few users claim it adds a preview of the landing page inside Stories after someone interacts with an ad. Others have no idea and said they cannot even see what the enhancement looks like before turning it off.

One user noted that their product catalog changed on its own, which left unrelated products slipping into their ads. Another said one of their best performing creatives suddenly reset without explanation.

Outside Reddit, advertisers on X are calling the rollout reckless. One user shared the Reddit thread highlighting the forced activation and said it’s “extremely frustrating.”

There is a growing sense that this is part of a larger shift. Meta has been leaning harder into automation and AI-driven ad management, and many advertisers feel they are losing control in small steps. Some believe this update is a sign of what Meta wants the platform to become. A place where advertisers provide their budget and their website and Meta handles everything else, even if it means making changes without asking.

For now, Meta has not publicly commented on the issue. Advertisers are left trying to decide whether to keep the feature active or turn it off and sacrifice all their engagement. The frustration across the community shows how much trust has eroded. Sudden changes to running campaigns are never welcome, and this one arrived with no explanation and no easy way to push back.