Tech giant Meta has announced its first set of generative AI-powered features for ad creatives in Meta’s Ads Manager. These features include Background Generation, Image Expansion, and Text Variations, and they are set to be rolled out globally by next year. The aim is to enhance productivity and personalization for advertisers using Meta’s platform.
The Background Generation tool enables users to create multiple backgrounds that complement the product images in advertisements. Meanwhile, the Image Expansion feature adjusts creatives to fit different aspect ratios across various surfaces. The Text Variations tool allows users to generate multiple versions of ad text based on the original copy, emphasizing the key selling points of their services.
Publicis, an early adopter of Meta’s AI Sandbox, is eager to explore how these features will apply to client use cases. Keith Soljacich, EVP and Head of Innovation at Publicis Media Content Innovation, stated, “Ad creative development that is faster and integrated into the larger Meta ad platform will be a game changer.”
Meta’s AI Sandbox was introduced earlier this year, allowing the testing of GenAI features with select advertisers who provided valuable feedback to shape the product.
According to a survey of advertisers involved in early testing, half of them believe that these technologies will save them five or more hours per week, equivalent to one month per year. This streamlined approach allows advertisers to create multiple asset variations effortlessly, reducing time spent on labor-intensive editing tasks. Almost all advertisers agreed that these AI Sandbox products would enhance campaign performance by enabling the rapid development of various ad creative variations at scale.
Meta acknowledges that while Gen AI can alleviate creative fatigue, there is still room for customization. The company plans to find new ways to collaborate with agencies to train these models to align with each brand’s unique voice.
In the future, businesses will be able to use AI for business messaging on platforms like Messenger and WhatsApp, engaging with customers for e-commerce, engagement, and support.
Meta’s dedication to enhancing AI-powered tools aims to provide advertisers with more efficient and customizable creative solutions, ultimately improving the effectiveness of their ad campaigns.
