Meta unveils innovative generative AI features to empower advertisers

Meta has introduced its first generative AI features for advertisers, enabling them to utilise AI for tasks such as creating backgrounds, enhancing images, and generating diverse versions of ad text based on their original content.

These Meta generated AI tools come after the recent Meta Connect event, where they unveiled the Quest 3 mixed-reality headset and a range of other generative AI products, including stickers, editing tools, and AI-powered smart glasses.

These features are available to only those advertisers who are using Advantage+ Catalog to create additional sales; they are also available to Advantage+ Creatives in Meta's Mads Manager, simplifying the process of adapting content and saving advertisers time. Users will be able to use these tools when they are creating reels and other content.

While these advertising AI tools may not be as great as other AIs, they underscore Meta's belief in the value of generative AI for supporting brands and businesses, which are a significant source of the company's revenue.

New AI features for advertisers

1. Background generation:  Creates diverse backgrounds for product images, helping advertisers customise their content for various audiences.

2. Image expansion: Adjusts content for different screen ratios (e.g., feed or reels) efficiently, reducing the need for asset modifications.

3. Text variations: Generates multiple ad text versions based on the original copy, emphasising product and service benefits and offering various options for audience engagement.

Succesfull testing

Meta tested these AI features with some advertisers and received positive feedback. Advertisers mentioned they could potentially save over five hours per week, which adds up to a month each year.

Although the results are promising, Meta acknowledges that there is still work to be done in fine-tuning the generative AI to match the individual styles and preferences of advertisers.

Upcoming AI features

Meta is working on more AI features, like making ad text that highlights product strengths and crafting personalised generative backgrounds.

Additionally, businesses will soon use AI to chat with customers on WhatsApp and Messenger for tasks like e-commerce, support, and engagement, showing that Meta's AI applications extend beyond just advertising.