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Meta introduces improved gen-AI tools for advertisers

The objective is to enhance advertisers' performance through creative variations and automate certain processes at every stage of the journey.

Meta has launched enhanced generative AI features for advertisers, such as full image and text generation to help businesses to grow. The goal is to help advertisers at every step of the journey, whether that’s improving ad performance by helping develop creative variations or automating certain parts of the ad creation process.

Now, for the first time businesses can create full image variations inspired by the original ad creative with text overlay capabilities, building on capabilities to generate new backgrounds around product images and expanding images to better fit multiple surfaces.

For instance, a coffee bean business advertising a savoring cup of coffee will be able to use Meta’s generative AI to create other variations of backgrounds, including settings that embody a lush and idyllic farm, and also provide adjustments to the coffee cup to offer more creative options. This feature has already started to roll out, and in the coming months, businesses will also be able to provide text prompts to help better tailor the creative variations.

Meta introduces improved gen-AI tools for advertisers

In addition, businesses will now have the ability to apply text overlay to images, with a dozen of the most popular font typeface options for brands to choose from. Lastly, image expansion, a feature that allows businesses to seamlessly adjust creative assets to fit different aspect ratios across multiple surfaces, is now available on Reels and Feed across both Instagram and Facebook, and can now work seamlessly with text overlays on ads.

Text generation feature creates variations for the ad headline in addition to the primary text. Meta is currently testing the ability for the generated text to reflect the brands’ voice and tone, by highlighting key selling points based on their previous campaigns and text input. These enhancements are driven by advertiser feedback for a more diverse set of text suggestions that better reflects their brand and key selling points.

This feature will soon be built with Meta Llama 3, the next generation of Meta’s large language models, which will enable new capabilities and enhance ad performance.

Meta has begun rolling out these updated generative AI features and aims to make them available globally by the end of the year.

Meta introduces improved gen-AI tools for advertisers

Centralising the generative AI features under Advantage+ creative

These updated generative AI features - and Meta’s currently available creative enhancements - will be available in Ads Manager through Advantage+ creative, supporting businesses along the entire ad campaign creation journey. By bringing all of the generative AI features together in one place, businesses will be able to see the benefits of automation and generative AI at the same time. That means faster ad creation and better performance.

In addition to generative AI tools, Meta has recently updated several Meta Advantage products that businesses can use today:

Advantage+ creative optimisations: Optimises video ads for viewing on Reels or the mobile Facebook and Instagram apps with 9:16 ratio when using visual touch-ups.

Advantage+ catalog ads: Delivers product recommendations to people based on their interests. Advertisers are now able to import and use creatives like branded videos or customer demonstration videos, instead of just static images. After previously announcing the testing of this feature last year, Meta is now allowing all global advertisers to provide more engaging product information to shoppers in dynamic and customised videos.

Advantage+ creative with Advantage+ catalog ads: Advertisers are now able to upload a “hero” image or video in the center of their catalog ad, and Meta will then use Meta’s AI to dynamically show people the best products from their catalog to drive performance. Marketers can use this tool by clicking add catalog items under Advantage+ creative within Ads Manager.

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