Andromeda (Meta’s new AI): What it means for scaling your e-commerce business in 2026
If you’re a Founder, you don’t need to know (or care) about the mechanics of Meta ads to succeed on Meta. You just need to understand the one big shift that happened in 2025:
Andromeda rolled out… and as a result, Meta has got better at finding the right customers. Your job is to get better at giving Meta the right stories and proof to show your audience in 2026, so it can turn them into new customers.
So… what is Andromeda?
Andromeda is a major upgrade to how its ad system selects which ads to consider showing to each person. In other words, when someone opens Instagram or Facebook, Meta has a huge number of ads it could show, and Andromeda helps the platform quickly shortlist the ones most likely to matter to that person.
You can think of it like this:
Pre 2025: Your ads team did more of the “finding” (audiences, interests, narrow targeting)
Post 2025: Meta does more of the “finding” - if you give it strong creative options to work with
In Plain English - What changed for e-comm brands?
1) Targeting matters less than it used to
Not “doesn’t matter at all”, but it’s no longer a significant lever. Meta’s AI has improved at matching ads to people based on a lot of signals, meaning the brands that are scaling now aren’t the ones with the micro targeting - it’s the ones with the strongest creative: the videos, images, messages, and proof that make someone stop scrolling and think, “That’s for me.”
2) Your content is now the biggest growth lever you control
As a Founder, this is great news because you can control:
How clearly you explain the problem you solve
How convincingly, and authentically, you show the product working
How much proof you can stack (reviews, UGC, press, guarantees)
How often you feed your campaigns with fresh angles so ads don’t go stale
Andromeda raises the value of doing those things well, and they are all within your grasp.
3) Scaling means “more winning messages,” not just “more spend”
An easy way to waste money on Meta is to pour budget into a small number of ads and hope performance on them holds.
The Andromeda-friendly way to use your budget is to build a small library of great ads that each speak to different customer mindsets, for example,
“I’m curious but skeptical”
“I want results fast”
“I’ve never heard of you”
“I’m comparing options”
“I want reassurance on shipping/returns/quality”
“I need proof it works for someone like me”
Critically, Meta needs options
Andromeda is designed to help Meta pick the right ad for the right person at the right time.
But that only works if you give it options.
So instead of aiming for one perfect hero ad, aim for a set of creatives that cover the main reasons people buy from you (and the main reasons they hesitate).
The creative checklist working now
Here are the creative types working well for scaling e-commerce brands - and why:
1) The Founder Story (trust)
What it is: Why you started, what problem you saw, why your product exists.
Why it matters: It builds belief and trust fast — especially for new customers.
Example hook: “I made this because nothing else worked for my skin — and here’s what I learned.”
2) Product “Proof in Action” (show, don’t tell)
What it is: Demonstrations that show the product working.
Why it matters: It reduces doubt quicker than claims.
Example: Unboxing → texture/quality close-ups → how to use → outcome.
3) Customer Proof (social proof)
What it is: Real reviews, real UGC, creator clips, customer photos.
Why it matters: People trust people more than brands.
Example hook: “I didn’t expect this to make such a difference… but it did.”
4) “Problem → Solution” (relatable scenarios)
What it is: Short videos showing the annoying problem your customer has, then the fix.
Why it matters: It grabs attention because it feels personal.
Example: “If your jeans never fit right…”
5) Objection Busters (remove reasons to say no)
What it is: Ads that answer the less interesting questions:
Is it worth it?
Will it work for me?
How fast is shipping?
Can I return it?
Is it safe / high quality?
Why it matters: This can be what turns “interested” into “bought.”
6) The “How to Choose” Guide (helpful education)
What it is: “Which one is right for you?”
Why it matters: People buy faster when they feel confident.
Example: “If your joints ache, choose X. If your skin’s dry, choose Y.”
What e-comm brands are (sometimes!) getting wrong
Mistake #1: Treating Meta ads like one campaign you set and forget
Meta rewards brands who consistently feed in new angles.
Mistake #2: Making ads that look like ads
On Reels/Stories, the best ads feel like content - quick, human, native.
Mistake #3: Only talking about features
People buy outcomes. Features are supporting evidence.
If you want to start 2026 with a straightforward content plan, set your monthly goal to feed in:
2 founder/trust videos
4 product demo videos
4 customer proof videos (UGC/reviews/creator clips)
2 objection-busting videos
2 educational “how to choose/use” videos
That’s 14 pieces. They don’t all have to be polished, in fact, most shouldn’t be.
For brands spending under £150/day you can taper that number down, but remember, the goal is to create a creative engine that keeps giving Meta fresh, relevant options to match to customers.
If reading about more Meta changes and demands makes you want to give up advertising altogether, we hear you! E-commerce in 2025 hasn’t been a walk in the park. The Andromeda shift slowly rolled out over the year creating a certain amount of volatility for advertisers. However, as we embark on 2026 we have far more clarity on what the platform needs to thrive, and with our fingertips on an exciting collection of accounts to start the year, we can’t wait to put the creative to work!
Need help nailing your 2026 creative strategy? Book a discovery call today and we can get you on the right track.