Meta introduces generative AI tools for advertisers on Facebook and Instagram
Meta has unveiled upgraded generative AI features tailored for advertisers, including comprehensive image and text generation capabilities. These enhancements are bundled with a suite of additional tools and services aimed at boosting ad performance and facilitating the creation of creative variations. By automating certain aspects of the ad creation process, Meta aims to drive growth and streamline operations for businesses.
Enhanced AI Features in Ads Manager via Advantage+ Creative
According to Meta, the enhanced generative AI features, combined with existing creative tools, will be seamlessly integrated into Ads Manager through Advantage+ Creative. This integration spans the entire ad campaign creation process, offering advertisers a comprehensive solution. By consolidating all generative AI features into a single platform, Meta anticipates faster ad creation and improved overall ad performance for businesses.
Full Image Variations and Text Overlay
Advertisers on Meta platforms can now leverage generative AI to produce "full image variations" inspired by their original ad content. This includes the ability to generate new backgrounds around product images and resize visuals to fit diverse surfaces, enhancing creative flexibility. The feature is currently being rolled out, enabling users to provide text prompts for tailored creative variations in the near future.
Text Generation and Brand Voice
The latest "text generation" feature enables advertisers to create variations for ad headlines in addition to primary text. Meta is currently exploring the ability for generated text to reflect the brand's voice and tone, emphasizing key selling points drawn from past campaigns and textual inputs. These enhancements, driven by advertiser feedback, are set to integrate with Llama 3, Meta's upcoming large language model iteration, providing new capabilities and enhancing ad performance.
Global Availability by Year-End
Meta has commenced the rollout of these updated generative AI features and anticipates global availability by the end of the year. Additionally, Meta has recently updated various Advantage products, including Advantage+ creative optimizations and Advantage+ catalogue ads. The creative optimizations now prioritize video ads for Reels, mobile Facebook, and Instagram apps with a 9:16 aspect ratio, offering visual enhancements.
For catalogue ads, advertisers can now import and showcase branded or customer demonstration videos, elevating engagement beyond static images. Moreover, creative enhancements enable advertisers to feature a "hero" image or video at the core of their catalogue ad and leverage Meta's AI to dynamically showcase their premier products.
