Note: AI Tagging is only available for Meta creatives with spend in the last 90 days and new creatives (processed daily).
What is AI Tagging?
AI Tagging automatically analyze your Meta ad creative and apply descriptive tags to help you find performance trends across messaging, visuals, and audience targeting.
These tags appear directly in your reports and dashboards, no manual labeling required.
You’ll see tags in 4 categories. ⬇️
Visual
Asset type (UGC, lifestyle image, high production)
Visual format (listicle, founder story, skit, podcast)
Persona
Intended audience (moms of tweens, wellness seekers)
Messaging
Messaging angle (chronic illness support)
Seasonality (Black Friday)
Offer type (promo, evergreen, always-on offer)
Hook
Hook / Headline tactic (question, callout, contrarian)
These tags are powered by AI. Our creative strategists did 100+ tests with early access customers to refine them and they are trained on your brand’s actual ads.
Here's a 2-min demo from Alysha, who played a huge role in creating AI Tagging:
Why AI Tagging matters
These tags let you understand what's actually driving performance in your top creatives.
Compare hook tactics or messaging angles across ads
Spot creative fatigue and repetition quickly
Generate test ideas based on what’s already working
Example: If your top 3 ads all use a question as the hook and chronic illness support as a messaging angle, you've just found a playbook to scale.
How AI Tagging works
Our AI reviews your account and automatically picks brand-relevant categories. These categories reflect common strategies, themes, and audience cues found in your ads.
This lets you spot what’s working without needing to dig through every single creative yourself.
As you launch new and diverse creative you will see AI tags appear, reflecting how your strategy is growing and evolving.
Where to use AI Tagging in Motion
In Card view
Open a Top Performing report in Card view. Click on AI tags next to your other metrics, then select the tags you want - hook tactic, messaging angle, and visual format are great to start with.
In Table view
When you use AI tags in Card view, they will also populate in your Table view.
If you want to see AI tags only in the Table View, follow these steps:
Open your report and scroll down to your table.
Hit AI tags.
Choose the specific tags you want to see - such as Messaging angle, Hook type, or Visual format.
Your tags will now appear in the Table view of your report, making it easy to analyze metrics by creative elements side by side.
In Comparative reports
With a Comparative report, you can group and review results by creative elements such as Hook tactic to find what drives engagement.
To help you get started - after AI Tagging has been processed in your account, 8 ready-to-use comparative reports should be auto-added in an AI Tag Comparisons folder.
To create your own:
Open a new Comparative analysis report in Motion.
Click the Group by dropdown.
Pick the Tag you’d like to group by (e.g., hook, angle, offer)
You'll now see performance across the selected element.
This is a super powerful way to find which elements are driving your best results.
FAQs about AI Tagging
I just opened a new Motion account, when will I see AI tags?
AI Tagging is available for brand new accounts, including trial accounts.
AI tags will land within 24 hours of a new data source being connected and synced to Motion. This gives our system time to cache the ad account and process the tags.
Note: New ad accounts need to have launched at least 10 creatives in the last 90 days for ads to process.
How did Motion pick the AI tagging categories?
Our team refined the list after 100+ tests and feedback with early access users. These 8 categories are the 80/20 of creative insights - showing the biggest patterns that you can use without an overwhelming amount of information to analyze.
Here's a breakdown for each category:
Asset type - this is a broad range of creative formats (ex. user-generated content). Think of this as varying levels of production time or budget needed.
Visual format - this is the style of your creative, a narrower view of the Asset type. For example, a UGC asset can have visual formats like skits, overlays, green screens, or testimonials.
Hook or Headline tactic - all about the first few seconds. This is what grabs attention, stops a scroll, and drives results. For video hooks, think bold claims vs confessions vs if/then statements. For headlines, think about the phrasing that piques curiosity like statistics vs urgency vs questions.
Messaging angle - here we're narrowing down on the narrative to persuade your audience and which ones are the most engaging. Are you focusing on clarity? reducing risk? Maybe professional development?
Seasonality - almost every customer at Motion has a "busy season", so this category is huge for how much you're leaning into a specific holiday (Mother's Day), period (Wellness January), or event (Black Friday) compared to your "always-on" or "Evergreen" in the creative narrative.
Offer type - closely tied to seasonality, this looks at the effective of mentioning seasonal vs promotional offers (or no offers), often as a clear CTA.
Intended audience - who is your creative speaking to? This is a reality check that who you think it's meant for isn't always true. We highly recommend exploring this one thoroughly as it can sum up multiple other tags.
Can I edit the AI tags applied to my creative?
Yes, but before you do that we'd strongly recommend asking: why would the AI have labeled this creative under this specific category?
Our system uses full context of your brand, products, and insights from world-class creative strategists to categorize creatives as objectively as possible (similar to how Meta's AI tools would interpret them).
If you still want to edit the AI tags for a creative (This will not change any tags for other creatives) here's how:
Click on the thumbnail of the creative you want to edit.
Select Creative insights at the top of the preview.
You can edit the tags applied to that creative.
Your changes will update immediately and apply to that creative across all reports.
What languages does AI Tagging work with?
AI tags are displayed in English, but they can be applied to almost any language you're using in your creative. Here's a full list:
Afrikaans, Albanian, Amharic, Arabic, Armenian, Assamese, Azerbaijani, Basque, Belarusian, Bengali, Bosnian, Bulgarian, Catalan, Cebuano, Chinese (Simplified and Traditional), Corsican, Croatian, Czech, Danish, Dhivehi, Dutch, English, Esperanto, Estonian, Filipino (Tagalog), Finnish, French, Frisian, Galician, Georgian, German, Greek, Gujarati, Haitian Creole, Hausa, Hawaiian, Hebrew, Hindi, Hmong, Hungarian, Icelandic, Igbo, Indonesian, Irish, Italian, Japanese, Javanese, Kannada, Kazakh, Khmer, Korean, Krio, Kurdish, Kyrgyz, Lao, Latin, Latvian, Lithuanian, Luxembourgish, Macedonian, Malagasy, Malay, Malayalam, Maltese, Maori, Marathi, Meiteilon (Manipuri), Mongolian, Myanmar (Burmese), Nepali, Norwegian, Nyanja (Chichewa), Odia (Oriya), Pashto, Persian, Polish, Portuguese, Punjabi, Romanian, Russian, Samoan, Scots Gaelic, Serbian, Sesotho, Shona, Sindhi, Sinhala (Sinhalese), Slovak, Slovenian, Somali, Spanish, Sundanese, Swahili, Swedish, Tajik, Tamil, Telugu, Thai, Turkish, Ukrainian, Urdu, Uyghur, Uzbek, Vietnamese, Welsh, Xhosa, Yiddish, Yoruba, and Zulu.