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  • Mariane Bunn

Meta expands AI tools for advertisers


A computer screen, tablet and phone show a image of a blue coffee mug being edited.

Meta has introduced an expanded suite of generative AI tools for advertisers, building on initial features launched last October. These new capabilities allow advertisers to generate full image variations, not just background changes, for their product images. This includes altering the product's appearance or setting, potentially creating versions of products that don't exist in reality. For example, a coffee cup ad could be transformed to show the cup in various colors or settings, like a coffee farm, which could mislead consumers if the product variations aren't real.

Meta acknowledges the potential for misuse but asserts it has implemented strong safeguards to prevent the generation of inappropriate or low-quality ad content. These include pre- and post-generation guardrails and extensive testing with experts to identify and mitigate vulnerabilities.

The rollout of these features has begun, with future updates to include text prompts for further customization and text overlays in popular fonts for AI-generated images. Additionally, an image expansion feature will help advertisers adjust images for different aspect ratios on platforms like Facebook and Instagram Reels, aiming to simplify creative asset repurposing.

Casetify, a smartphone case brand, reported a 13% increase in ad spend return using Meta's AI background generation, highlighting the potential benefits of these AI tools. The features will be accessible through Ads Manager and Advantage+ creative.

Meta is also enhancing its text generation capabilities, moving to a next-gen large language model, Meta Llama 3, to produce ad headlines and primary text that can mimic a brand's voice and tone.

Furthermore, Meta announced the expansion of its Meta Verified subscription service for businesses to additional markets, offering various tiers with features like a verified badge, account support, and impersonation monitoring. The service will soon extend to WhatsApp, providing businesses with more tools for brand enhancement and customer engagement.

These generative AI features and services are set to become globally available to advertisers by the end of the year, marking a significant advancement in Meta's advertising and business support capabilities.


Source: TechCrunch

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