Ad delivery is changing – radically.
Behind the scenes, Meta has quietly re-engineered how ads are selected and delivered across Facebook and Instagram.
Its new AI system, Andromeda, represents one of the biggest technical leaps in Meta’s history – and it’s already reshaping how brands reach their audiences.
For advertisers, this isn’t just another update. It’s a fundamental shift in how Meta’s advertising ecosystem works. The platforms that once rewarded precision targeting now reward something very different: creative diversity and data strength.
The brands that understand this change – and adapt quickly – will be the ones that win in the Andromeda era.
What Is Meta Andromeda – and Why It Matters
Andromeda is Meta’s new AI-driven ad retrieval engine: the part of Meta’s system that decides which ads you see when you open Facebook or Instagram. In seconds, it filters millions of potential ads and selects the most relevant ones for each individual user.
It’s powered by cutting-edge deep learning models and Meta’s proprietary hardware, including NVIDIA’s Grace Hopper superchip and the company’s own MTIA accelerators. This new combination allows for 10,000× more model capacity than the previous system – meaning it can analyse vastly more data, faster and with far greater nuance.
That power translates into real performance:
- More relevant ads for users.
- Higher return on ad spend for advertisers.
- Smarter, more personalised delivery for every campaign.
In essence, Andromeda isn’t a tweak – it’s a complete rebuild of how Meta connects brands and people. It’s AI-driven, signal-rich, and capable of learning at scale.
The Results So Far: Smarter Delivery, Better Performance
Meta’s early data confirms what many advertisers are already seeing – measurable improvements in performance.
Across global tests, Andromeda has delivered:
- +8% improvement in ad quality (Meta’s internal relevance metric).
- +6% increase in retrieval recall, meaning more of the right ads are being shown to the right users.
- +22% higher return on ad spend (ROAS) for campaigns using Advantage+ Creative.
- +7% average boost in conversions for brands using Meta’s new AI-powered creative tools.
Those may sound like small numbers – but in the world of paid social, they’re huge. An 8% increase in relevance can translate to thousands of pounds in recovered spend and more consistent conversion rates.
For advertisers, Andromeda means fewer wasted impressions, higher efficiency, and stronger results.
The Shift: Creative Is the New Targeting
With Andromeda taking over the heavy lifting of targeting and delivery, the balance of power has shifted.
The biggest performance lever in Meta advertising is now creative – not targeting.
Meta itself has been clear about this. Its guidance to advertisers is simple:
“Creative diversification is the most important lever for success in the AI era.”
That means brands must move beyond “one or two winning ads” and instead build portfolios of creative – different visuals, angles, offers, and messages tailored to different personas.
Why? Because Meta’s AI performs best when it has variety to work with. The more diverse your creative inputs, the better the algorithm can learn which assets resonate with different segments of your audience.
As Meta’s Jason Yim puts it: “Persona is the most important lever in creative diversity.”
In other words: if your creative all looks or feels the same, you’re limiting what the AI can do for you.
How Automation Is Rewriting Campaign Strategy
Andromeda isn’t just changing what happens within the ad auction – it’s redefining how campaigns are built.
Manual audience targeting, micro-segmentation, and detailed placement control are becoming less important as automation proves it can outperform even the most experienced media buyer.
Through the Advantage+ suite, Meta’s AI now automatically handles:
- Audience selection – finding users most likely to convert.
- Budget distribution – allocating spend dynamically to the best-performing ad sets.
- Placement optimisation – deciding where your ads appear across Meta’s ecosystem.
In tests, campaigns that embraced Advantage+ automation saw up to 10% lower cost per lead and higher conversion rates compared to traditional manual setups.
For brands, this shift demands a mindset change. It’s no longer about controlling every variable – it’s about providing the algorithm with strong inputs (creative, data, objectives) and letting it optimise at scale.
Put simply: human strategy now happens at the creative and data level, not the targeting level.
Why Data and Customer Experience Matter More Than Ever
Meta’s AI systems – Andromeda included – learn directly from performance signals. That means the quality of your data and the quality of your customer experience both directly influence how your ads perform.
Key factors now affecting delivery include:
- Pixel and Conversions API (CAPI) accuracy – ensuring Meta gets clean, real-time conversion data.
- Post-purchase feedback – customer satisfaction surveys now influence how often your ads are shown.
- Transparency and accuracy – misleading ads or poor product experiences can lead to reduced reach.
Meta’s algorithms are getting smarter about context. They don’t just reward clicks; they reward trustworthy, transparent businesses that deliver on what they promise.
For brands, this means aligning marketing and operations is no longer optional – it’s essential.
New Metrics for Creative Performance
Alongside Andromeda, Meta is introducing new tools to help advertisers measure creative health – a growing priority in the AI era.
Two key metrics are now being tested:
- Creative Similarity Score: measures how visually or thematically similar your ads are. High similarity = low variety = risk of fatigue.
- Creative Fatigue Indicator: tracks how often the same ad has been seen by the same audience.
These metrics give advertisers a tangible way to track and improve creative diversity. By maintaining freshness and variety, you keep both the algorithm and your audience engaged – resulting in stronger long-term performance.
What Brands Should Do Now
The Andromeda era calls for new priorities. To future-proof your paid social strategy, focus on five key actions:
- Diversify your creative portfolio.
Develop multiple concepts for different personas – different hooks, tones, and visuals. - Embrace automation.
Use Advantage+ campaigns, audiences, and budget optimisation to let Meta’s AI handle the heavy lifting. - Feed the system clean data.
Ensure your Meta Pixel and CAPI are firing accurately and consistently. - Monitor new AI metrics.
Track Creative Similarity and Fatigue to maintain freshness and variety. - Prioritise customer experience.
Meta now rewards brands that deliver what they promise – so ensure your fulfilment, communication, and transparency are strong.
Brands that act on these now will see compounding benefits as Meta continues rolling out Andromeda’s capabilities across its ad ecosystem.
The Social Nucleus Perspective
At Social Nucleus, we’ve already adapted to the Andromeda era.
Our creative and performance teams are working together to deliver AI-ready campaigns that leverage automation, diversity, and data to drive better outcomes.
Here’s how we’re helping brands win:
- Creative diversification frameworks: ensuring every campaign includes a range of concepts tailored to different personas.
- Advantage+ activation: implementing automation to scale spend efficiently and reduce CPA.
- Signal health optimisation: auditing pixels, CAPI, and conversion tracking to strengthen AI learning loops.
- Continuous testing culture: refreshing creatives regularly to prevent fatigue and maximise algorithmic performance.
Whether you’re scaling an ecommerce brand or running lead-generation campaigns, we help you turn AI evolution into measurable growth.
Conclusion: The Future of Meta Advertising
Andromeda isn’t just a technical upgrade – it’s the foundation of Meta’s AI-first future.
For advertisers, that means a new reality where automation, creativity, and data alignment define success.
The good news? Brands that adapt early stand to benefit most.
By embracing creative diversity, trusting automation, and focusing on customer experience, you’ll not only keep up with Meta’s evolution – you’ll stay ahead of it.
At Social Nucleus, we’re helping brands do exactly that.
From performance strategy to creative execution, our team bridges the gap between AI innovation and real-world business results.
Ready to optimise your Meta campaigns for the AI era? Let’s talk.