Announcement
July 7, 2026
Muse Image Brings Next-Generation AI to Image Generation for Businesses
Takeaways
- In the coming weeks, Muse Image, the first image generation model from Meta Superintelligence Labs, will help power image generation in Meta Advantage+ creative —bringing smarter reasoning and iterative refinement to our popular gen AI ad creative tool.
- Early results with Muse Image-powered generation variants show strong promise—advertisers who tested the experience cited higher-quality creative, with photorealism and product integrity standing out.
- Muse Image now enables room restyling in Meta AI Shopping, letting people visualize products from your business’ catalog in their own spaces—creating a richer, more immersive path from discovery to purchase.
AI has crossed a new threshold for ads creative –and that means new creative possibilities for marketers and agencies, from faster iteration to richer variation, all in service of the storytelling and strategy that drives results. More than 8 million advertisers are using at least one of our generative AI ad creative tools. And today, we're making those tools more powerful and more tailored to each advertiser.
Muse Image — the first image generation model from Meta Superintelligence Labs — will soon help power image generation in Advantage+ creative. The same model behind the new AI creative experiences rolling out to consumers across Meta AI, Instagram, and WhatsApp, is bringing that same intelligence to the ads you create for your business.
A Smarter Creative Engine, Built on Your Brand
Today, image generation in Advantage+ creative helps advertisers and agencies produce diverse creative variations—from generating new backgrounds around product images, to creating full lifestyle image variations inspired by existing ads, to producing static images directly from video creative. These capabilities help you achieve creative diversity, which has been shown to improve campaign performance.
With Muse Image, image generation is getting a major upgrade. Muse Image is built with agentic visual reasoning and self-refinement, meaning it understands complex creative briefs the way a designer would—not just individual keywords. Muse Image brings native reasoning to the creative process to adjust elements, swap styles, and create variations based on the advertiser's creative, resulting in high-quality, on-brand ad variations with fewer iterations.
In the coming weeks, advertisers and agencies can expect to see image variants powered by Muse Image.
Early Advertiser Feedback
Early results with Muse Image powered image generation variants are showing strong promise—advertisers who tested the new image generation experience saw higher-quality creative, praising the photorealism quality and ability to preserve product integrity.
“The photorealism is what stood out—the depth of field, the realistic texture and stitching of the leather. With previous generations, I could always tell it was AI. For a smaller team that moves fast, that makes this a genuinely usable tool for us.”
Hayden Merrill, Director of Paid Media
Origin USA
“What impressed us is that even small tweaks, a shifted layout, a different lifestyle context, gave us real ad variation while maintaining brand integrity. These are variants we'd actually run, not ones we'd need to pull back and fix.”
Olivia Funk, Director of Creative Strategy
AG1
“You'd be surprised how hard it is for AI to make our products look like ours—the compact shape, the cap finish, the size of our logo. Previous generations got those details slightly wrong every time. What we saw from these new images nailed our brand identity on the first pass. That's the difference between a novelty and a tool we'll actually use.”
Elis Savas, Paid Social Manager
AS Beauty
“What we want from AI-powered creative tools is a smarter starting point, not a replacement for the creative process, but a way to help our teams explore ideas faster and with greater strategic focus. What stood out to us about the new image generation capabilities was the ability to create on-brand lifestyle variations while faithfully preserving the product packaging, look and feel. That's the kind of output that helps accelerate creative development while keeping our teams firmly in the driver's seat.”
Crystal Duncan, EVP Brand Engagement
Tinuiti
Room Restyle: Helping People Discover Your Products in Their World
We’re making it easier for businesses to turn discovery into purchase on Meta. Meta AI Shopping mode is creating entirely new moments of organic discovery —and now, Muse Image is making that experience even more visual and immersive.
Meta AI can now reimagine a shopper's room, powered by Muse Image's photorealistic image generation. When someone uploads a photo of their space, Meta AI restyles it with real products from businesses’ product catalogs — showing how each item looks in their actual room. They can compare options, keep the conversation going to refine the look, or tap through to shop directly on a brand's website.
For U.S. businesses, this means your catalog products appear in the most compelling context possible: a shopper's actual home. These capabilities are powered by the same product data infrastructure that already drives your ads performance. The brands that invest now in catalog quality and platform presence will be best positioned as AI-powered discovery scales.
Looking ahead, we'll continue to expand what's possible with Muse Image and how its capabilities can better support advertiser and business needs.
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