Meta has announced the launch of enhanced generative AI features for advertisers, such as full image and text generation, along with the introduction of additional tools and services for brands.
Generative AI: Image Generation
Now advertisers can create full image variations inspired by original ad creative with text overlay capabilities, building on capabilities to generate new backgrounds around product images and expanding images to better fit multiple surfaces said Meta.
For example, let’s say you are promoting a coffee bean business by advertising a steaming cup of coffee. Meta’s new generative AI offering will create other variations of the ad creative, including scenery such as a lush coffee bean farm, and also provide adjustments to the coffee cup to offer more creative options to choose from.
Meta said the feature has already started to roll out, and in the coming months, users will also be able to provide text prompts to help the tech better tailor the creative variations.
In addition, users can apply text overlay to images, with a dozen popular font typeface options.
There is also image expansion, a feature that allows users to adjust creative assets to fit different aspect ratios across multiple surfaces, is now available on Reels and Feed across both Instagram and Facebook, and can now work with text overlays on ads.
“Meta’s investments in AI for advertisers have resulted in consistent performance for our business and allowed Casetify to focus on more creative and strategic work like building a creative diversification strategy,” said Wesley Ng, Founder and CEO, Casetify.
“We continue to prioritize more of our advertising budget to tools like Advantage+ shopping campaigns and when we recently tested Meta’s GenAI Background Generation feature we saw a 13% increase in our return on ad spend. Meta’s investments in generative AI are helping businesses to make more ads faster and optimize their performance with the Advantage suite.”
Generative AI: Text Generation
Meta’s text generation feature creates variations for the ad headline, in addition to the primary text, and the company said it is currently testing the ability for the generated text to reflect a brand’s voice and tone, by highlighting key selling points based on previous campaigns and text input.
This feature will soon be built with Meta Llama 3, the next generation of our large language models, which will enable new capabilities and enhance ad performance
Meta said it has begun rolling out these updated generative AI features and aims to make them available globally by the end of the year.
The updated generative AI features – and the currently available creative enhancements – will be available in Ads Manager through Advantage+ creative.