Imagine spending thousands on a carefully crafted ad campaign, only to have an AI quietly swap your young male model for an elderly woman. That’s not a hypothetical. It happened to True Classic in October 2025, and it’s just one entry in a growing catalog of complaints about Meta’s AI-powered advertising tools.
Brands are pushing back against Meta’s Advantage+ suite and its underlying Andromeda ad retrieval system, citing a pattern of unauthorized alterations, anatomical impossibilities in generated imagery, and ad copy that reads like it was written by someone who has never seen the product being sold.
When AI gets creative in the wrong ways
The True Classic incident is probably the most striking example. The clothing brand ran an ad featuring a popular millennial male model. Meta’s AI tools decided that wasn’t quite right and replaced him with an elderly woman.
Kirruna, another brand advertising on the platform, found that AI-generated imagery displayed a model with a completely twisted leg. Not a subtle distortion. A full anatomical impossibility that made the ad look more like a surrealist art project than a product listing.
