From 8th May 2026, Meta has announced the release of a new feature: Automatic Creative Optimisations (ACOs).
What are ACOs?
ACOs aim to help businesses enhance the customer experience and deliver more relevant marketing messages to their audiences. This feature test variations with different creative enhancements and optimise marketing messages based on practices observed from high-performing creatives.
On an A/B test conducted by Meta with ~50 million delivered marketing messages sent by about 200 advertisers on MM API for WhatsApp, AOCs such as text extraction and highlighting have driven an average increase of 13.9%* in click-through rates (CTR).
What are the kind of creative optimisations applied?
There are numerous creative optimisations that are automatically applied to your marketing messages to help maximise your campaign performance. All these features are enabled by default, and can be disabled by request to our team at support.
Now, let’s take a look at some of the current creative optimisations:
🔎 Headline Extraction
This optimisation extracts keywords or phrases from your message to create a headline for your body text to highlight key information.
✏️ Text Formatting
This optimisation focuses on the format of text. For example, it may remove unnecessary spaces, bold phrases, etc. to increase the performance and message digestibility.
It’s important to highlight that no text content is changed, Meta only optimises the format.
🖼️ Image Filtering
In those instances were a marketing campaign contains an image, Meta will automatically apply the most effective filters to header images in order to enhance the images’ quality and appeal.
✨ Tap-target Title Extraction
Similar to the one above, Meta extracts keywords or phrases from your message to create a title for the tap-target area to highlight key information.
Moreover, these are not the only creative optimisations Meta is exploring and testing. In the near future we may see the following optimisations* being implemented as well.
*Please note that these optimisations are not yet confirmed and plans are subject to change
➕ Product extensions
Meta enhances single-image creatives by appending a set of additional catalog products users are likely to engage or convert with, creating more personalised and relevant experiences.
🔄 Dynamic CTA
For some campaigns, Meta will dynamically tailor CTA text to match the message or URL’s value prop, driving higher engagement through relevance.
How do I enable these optimisations?
All current optimisations are enabled by default. As new variations become available, they may be applied to opted-in templates to drive better business results.
How do I disable these optimisations?
If for some reason, your business would not like your marketing campaigns being creatively optimised by Meta.
💡 You can easily request our support team to disable it on a template basis or all of these optimisations. This should give you the flexibility and control on which and how creative enhancements are applied to your marketing messages.