Meta has introduced enhanced generative AI features for advertisers, offering full image and text generation capabilities aimed at aiding businesses in their growth efforts. The objective is to assist advertisers throughout the advertising journey, including improving ad performance by aiding in the development of creative variations and automating certain aspects of the ad creation process.
For the first time, businesses can create full image variations inspired by the original ad creative, incorporating text overlay capabilities. This includes generating new backgrounds around product images and adjusting images to fit various surfaces more effectively. For example, a coffee bean business promoting a cup of coffee can utilise Meta’s generative AI to create different background variations, such as settings representing a farm, and adjust the coffee cup creatively. This feature is currently being rolled out, with plans to allow businesses to provide text prompts for better creative customisation in the future.
Additionally, businesses now have the option to apply text overlays to images, choosing from a selection of popular font typefaces. Furthermore, image expansion capabilities, allowing businesses to adjust creative assets for different aspect ratios across multiple platforms, are now available on Instagram and Facebook across Reels and Feed, alongside text overlays on ads.
Generative AI: Text Generation
The text generation feature generates variations for the ad headline and primary text. Meta is testing the ability for generated text to reflect brands’ voice and tone, highlighting key selling points based on previous campaigns and text input. These improvements are driven by advertiser feedback for a more diverse set of text suggestions that better represent their brand and selling points.
This feature will soon integrate with Meta Llama 3, enhancing ad performance and capabilities.
Meta has begun rolling out these updated generative AI features, aiming for global availability by year-end.
Centralising Generative AI Features under Advantage+ Creative
The updated generative AI features, alongside Meta’s existing creative enhancements, will be accessible through Ads Manager under Advantage+ creative. This consolidation allows businesses to benefit from automation and generative AI simultaneously, resulting in faster ad creation and improved performance.
In addition to generative AI tools, Meta has updated several Meta Advantage products:
Advantage+ creative optimisations: Optimises video ads for viewing on Reels or mobile Facebook and Instagram apps with a 9:16 ratio when applying visual touch-ups.
Advantage+ catalog ads: Delivers product recommendations based on interests, allowing advertisers to use branded videos or customer demonstration videos alongside static images. This feature, previously tested, is now available globally, providing engaging product information through dynamic and customised videos.
Advantage+ creative with Advantage+ catalog ads: Allows advertisers to upload a “hero” image or video to their catalog ad, dynamically showcasing the best products from their catalog through Meta’s AI to enhance performance.