Meta rolls out generative AI tools for advertisers

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Meta Platforms is rolling out new generative AI tools to help advertisers create more effective ads. The tools will allow advertisers to generate multiple different backgrounds for their product images, adjust their assets to fit different aspect ratios, and generate different variations of their ad copy.

Meta believes that generative AI can help advertisers create more engaging and effective ads that are more likely to resonate with their target audience.

One of the new tools will allow advertisers to customize their creative assets by generating multiple different backgrounds to change the look of their product images. This is similar to the technology that Meta used to create the consumer-facing tool Backdrop, which allows users to change the scene or the background of their image by using prompts.

In the ad toolkit, the backgrounds are generated for the advertiser based on their original product images and will tend to be “simple backgrounds with colors and patterns,” Meta explains. The feature is available to those advertisers using the company’s Advantage+ catalog to create their sales ads.

Another feature, image expansion, allows advertisers to adjust their assets to fit different aspect ratios required across various products, like Feed or Reels, for example. Also available to Advantage+ creative in Meta’s Mads Manager, the AI feature would allow advertisers to spend less time repurposing their creative assets, including images and video, for different surfaces, Meta claims.

With the text variations feature in Meta Ads Manager, the AI can generate up to six different variations of text based on the advertiser’s original copy. These variations can highlight specific keywords and input phrases the advertiser wants to emphasize, and advertisers can edit the generated output or simply choose the best one or ones that fit their goals.

During the campaign, Meta can also display different combinations of text to different people to see which ones drive better responses. However, Meta won’t showcase the performance details for each specific text variation, it says, as the reporting is currently based on a single ad. However, the more options the advertiser selects to run, the more opportunities they’ll have to improve their ad performance, Meta informs them.

Meta says it’s already tested these AI features with a small but diverse set of advertisers earlier this year, and their early results indicate that generative AI will save them five or more hours per week, or a total of one month per year. However, the company admits that there’s still work ahead to better customize the generative AI output to match each advertiser’s style.

The sources for this piece include an article in Reuters.

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