Meta Enhances Ad Tools with New Generative AI Features for Global Rollout

AI has entered the advertisement domain, with Meta being the front-runner. The innovation started back on October 4th, 2023, when Meta announced its generative AI features for ads. During the announcement, Meta said that the global rollout will happen next year, which is 2024. 

At present, Meta has announced an expanded set of its generative AI tools for advertisers. Text Variations, Image Expansion, and Background Generation were all part of the feature set when it was first announced. Advertisers can now also request full picture variations, which provide AI-inspired concepts for the entire image, including riffs that change the image’s subject or promoted product. 

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This will be a game changer for all the Facebook ads specialists and advertisers looking to expand their business. Not only can it save production costs, but it also gives creative ideas to your existing product images and creatives. In Meta’s recent announcement on 7th May 2024, they discussed the encnaged Gen AI features to enhance your ad content. 

For example, Meta demonstrated an ad creative for a coffee business. The gen AI feature will be able to create other ad variations, such as scenery that represents a lush and blissful farm, and also make adjustments to the coffee cup to give you more creative options to choose from. 

Additionally, Meta is introducing text overlay capabilities. Based on past campaigns and text input, advertisers can select from a dozen popular font types that reflect the voice and tone of the brand. Furthermore, the picture expansion feature—which modifies creative assets to match various aspect ratios—is now compatible with text overlays and is available on Reels and Feed on Facebook as well as Instagram. 

The reviews of the Meta AI are already here:

Meta’s investments in AI for advertisers have resulted in consistent performance for our business and allowed Casetify to focus on more creative and strategic work like building a creative diversification strategy

Wesley Ng, Founder and CEO of Casetify.

One question that comes up with every new innovation. Is there any dark side to using gen AI in advertising? 

Are There Any Potential Misuses of Meta AI in Advertising?

Well, the answer is yes! The very first problem that the general audience may face is looking at a product that actually doesn’t exist. Adding to it, advertisers can now use and abuse the features that can glorify a simple product to a grand one. This can lead customers to buy products that may or may not live up to the expectations shown in the ad.

For example, if we look at the coffee cup ad (Shown above). The original ad creative is a picture of a white coffee cup, but in the AI-generated creative, we can see different swirls in the coffee. Meta states that robust controls are in place to stop its system from producing offensive or substandard advertisements or pictures.

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This includes “post-guardrails,” which filter out generated text and picture content that doesn’t meet its quality level or that it deems improper, and “pre-guardrails,” which filter out images that its generation AI models don’t support. Additionally, Meta stated that in order to uncover unexpected uses for the functionality, it stress-tested it with both internal and external experts using its Llama image and complete advertisements picture generating methods. Any vulnerabilities discovered were eventually fixed.

With the goal of delivering faster ad creation and greater performance, these updated generative AI features will be accessible in Ads Manager through Advantage+ Creative. By year’s end, Meta intends to make these features available throughout the world.