In a move to enhance the advertising capabilities of its platforms, Meta is rolling out an expanded set of generative AI tools for advertisers. The development comes after the company first announced a set of AI features last October, aimed at helping businesses create more engaging and effective ad campaigns.
AI-Powered Ad Creative Variations
One of the most significant updates to the platform is the ability for advertisers to request full image variations, which offer AI-inspired ideas for the overall photo. This includes riffs that update the photo’s subject or product being advertised. For instance, an existing ad creative showing a cup of coffee sitting outdoors next to coffee beans could be modified to present the cup from a different angle in front of lush greenery and coffee beans.
This feature may not seem like a significant development if the image is only meant to encourage someone to visit a local coffee shop. However, if it was the coffee cup itself that was for sale, then the AI variations Meta offers could be versions of the product that didn’t exist in real life.
Potential Abuse and Mitigation
Meta acknowledges that this feature could be abused by advertisers who want to dupe consumers into buying products that don’t actually exist. An advertiser could tailor the generated output with the coming Text Prompt feature, using different colors of their product from different angles and scenarios.
To mitigate this risk, Meta has implemented "pre-guardrails" to filter out images that its gen AI models don’t support, as well as "post-guardrails" that filter out generated text and image content that doesn’t meet its quality bar or is deemed inappropriate. Additionally, the company stress-tested the feature using its Llama image and full ads image generation model with both internal and external experts to identify potential vulnerabilities.
Global Availability and Advertiser Benefits
The expanded AI features will become available globally to advertisers by the end of the year. One advertiser, smartphone case maker Casetify, reported a 13% increase in return on ad spend after using Meta’s GenAI Background Generation feature.
Meta’s AI can also be used to generate alternate versions of the ad headline, in addition to the ad’s primary text. The company is testing the ability for this text to sound like the brand’s voice and tone, using previous campaigns as reference material.
Text Prompt Feature
The Text Prompt feature will allow advertisers to provide text prompts to tailor the image’s variations. This feature has already begun to roll out, with Meta stating that it will become available in the months ahead.
Image Expansion and Text Overlay
Another feature introduced last October, image expansion, will now be available to Reels and Instagram Feed. The feature allows businesses to upload videos of up to 60 minutes, providing more flexibility for advertisers.
Additionally, text overlay is now available on all formats, allowing businesses to add text overlays to their videos.
Conclusion
Meta’s expanded generative AI tools for advertisers are set to revolutionize the advertising industry. With the ability to create high-quality ad creative variations and utilize AI-powered features like image expansion and text overlay, businesses can expect improved engagement rates and increased ROI.
By providing a robust platform for advertisers, Meta is taking a significant step towards enhancing its services and solidifying its position in the digital landscape.
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