Meta unveils next-gen AI tools for advertisers and agencies

At Cannes Lions 2024, Meta introduced new generative AI tools for advertisers and agencies to improve ad performance and support business growth.

Meta’s AI investments are helping advertisers improve performance. With the AI-driven Advantage+ sales campaign, advertisers increase return on ad spend by an average of 22%. Backend AI tools like the Generative Ads Recommendation Model (GEM) boost ad conversions by up to 5%.

Here are the new Advantage+ creative features for advertisers and agencies:

Video Generation 2.0
This feature, currently in testing, lets advertisers turn multiple images into multi-scene videos using AI, adding text overlays and music. It helps create more varied and engaging video ads.

Video Highlights
Also in testing, this feature lets viewers skip to key parts of a video ad. AI extracts short phrases and thumbnails of important scenes to highlight the brand or product message.

New Branding and Personalisation Tools
For the first time, advertisers can use AI to apply consistent brand elements—like logos, colors, fonts, tones, and styles—across their creatives. Personalisation options include text personas and translations. These tools use existing brand assets, such as website content, past ads, and ecommerce product details, to keep branding consistent across all campaigns.

The latest Generative AI innovations are now unlocking ways to enhance productivity, enabling richer and more engaging experiences to improve customer experience with a brand.

Driving Engagement with generative AI

Meta is also testing customised stickers for an ad’s call-to-action button. Creative Sticker call-to-action (CTA) now allows brands to create customized stickers - including products, slogans, graphics with call-to-action - like ‘shop’, ‘learn more’, resulting in more engaging experiences for users. Testing is starting on Facebook Stories and Reels with a small group of advertisers, and will expand testing to Instagram Stories later this year.

Meta is also expanding the test for virtual try-on, a feature that uses generative AI to showcase clothing on virtual models of different shapes and sizes, providing customers a better sense of how an item might look and feel. With the advancing of virtual try-on capabilities, Meta is also exploring new ways to deliver more personalized user experiences and empower advertisers with greater customization, helping meet their unique brand objectives while driving efficiency.

"At Avimee Herbal, we were facing the daunting challenge of creative fatigue and escalating costs with every order. Our reliance on static creatives was hindering our ability to scale effectively. However, by embracing Meta's Gen AI background image generation capabilities, we were able to breathe new life into our top-performing assets and unlock innovative creative iterations. The results have been nothing short of remarkable - with a 62% lower cost per sale and a staggering 1.8x increase in conversions, we're thrilled to see our campaigns thriving like never before." Siddhant Agarwal, co-founder, Avimee Herbal.

“We are committed to staying ahead of the curve when it comes to testing new marketing approaches. That's why we were eager to test GenAI-powered catalog ads. The results were great and we are confident this technology will continue to drive efficiency for our business.” said, Anand Bhaskaran, head of digital marketing and marketing communications, Big Basket.

The new tools will help advertisers and agencies improve creativity and connect better with their audiences.