Meta has unveiled an array of enhanced generative AI tools for advertisers, marking a significant expansion from its initial AI feature set announced last October. Beyond the previous capability of crafting various backgrounds for product images, advertisers can now delve into full image variations. These variations offer AI-driven concepts for the entire photo, including innovative adaptations of the photo’s subject or the advertised product itself.
An illustrative example showcased by Meta demonstrates the transformation of an existing ad featuring a coffee cup amidst coffee beans. With the aid of AI, the cup is reimagined against a backdrop of lush greenery, conjuring imagery reminiscent of a serene coffee farm setting.
While such AI-generated variations may seem innocuous for ads promoting visits to local coffee shops, concerns arise when the advertised product itself becomes the focal point. In such cases, the AI-generated versions could potentially depict products that do not exist in reality, posing ethical dilemmas for consumers.
Meta acknowledges this possibility, highlighting the potential for advertisers to tailor the generated output using the upcoming Text Prompt feature. This customization could include showcasing products in different colors, angles, or scenarios, potentially leading to misleading representations.
However, Meta asserts stringent safeguards to mitigate the risk of inappropriate or low-quality content. These measures include both pre-guardrails to filter out unsupported image types and post-guardrails to ensure the quality and appropriateness of generated content. Additionally, Meta subjected the feature to rigorous stress-testing, collaborating with internal and external experts to identify and address any vulnerabilities.
The rollout of these features has already commenced, with plans to incorporate text prompts for further customization in the coming months. Advertisers will also gain the ability to overlay text on AI-generated images using a selection of popular font typefaces.
In addition to generative AI tools, Meta recently updated several Advantage products that you can use today:
- Advantage+ creative optimizations: Optimizes 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, we are now allowing all global advertisers to provide more engaging product information to shoppers in dynamic and customized 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 we’ll 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.
Expanding on its October 2023 introduction, Meta’s image expansion feature will now extend to Reels in addition to the Feed, catering to advertisers across Facebook and Instagram. This AI-powered option facilitates effortless adjustment of image assets to accommodate different aspect ratios, streamlining the process of repurposing creative assets for diverse surfaces.
Moreover, Meta’s AI capabilities extend beyond images to encompass alternate versions of ad headlines and primary text, tailored to resonate with the brand’s voice and tone. These advancements leverage Meta’s next-gen LLM, Meta Llama 3, with global availability slated by year-end.
Based on these learnings, Meta is expanding their test of Meta Verified for businesses on Facebook and Instagram, beginning today in Australia and New Zealand, and expanding to Argentina, Mexico, Chile, Peru, France and Italy. And also bringing Meta Verified to businesses on WhatsApp soon.