Meta's AI Tools

Meta is introducing more advanced AI tools for advertisers after first announcing a set of AI features last October. Before, they could only change backgrounds in product images. Now, they can ask for complete image makeovers. This means getting fresh ideas from AI to update the entire photo, like changing the main focus or the product being promoted.

For example, Meta shows how an ad with a coffee cup surrounded by coffee beans outdoors could be transformed. The cup could be shown against a background of green plants and coffee beans, creating a peaceful coffee farm vibe. This shows how AI can breathe new life into advertising visuals.

Meta Image Generation

This might not seem like a big deal if the image is just meant to encourage people to visit a local coffee shop. But if the focus is on selling the coffee cup itself, then the AI variations offered by Meta could be versions of the product that don’t actually exist in real life.

This feature could be misused by advertisers who want to trick consumers into buying products that aren’t real.

Meta acknowledges this possibility, mentioning that an advertiser could customize the generated output using the upcoming Text Prompt feature. They could show their product in different colors, angles, and scenarios. Currently, the option to display products in “different colors” could deceive customers into thinking the product looks different than it does in reality.

As Meta’s example shows, the coffee cup itself could be changed into various colors or shown from different angles, each cup with its unique swirl of foaming milk mixed with the hot beverage.

However, Meta assures that it has implemented robust safeguards to prevent its system from generating inappropriate ad content or low-quality images. These measures include both “pre-guardrails,” which filter out images not supported by its AI models, and “post-guardrails,” which filter out generated text and image content that’s unable to meet its quality standards and is appropriate. Meta also states that it extensively tested the feature using its Llama image and full ads image generation model, involving internal and external experts to identify and address any potential vulnerabilities.

Meta confirms that this feature has started rolling out. In the coming months, advertisers will be able to provide text prompts to further customize image variations.

Meta Text Overlay and Expansion

Additionally, Meta is introducing a new capability for advertisers: including text overlays on AI-generated images, offering a selection of a dozen popular font typefaces for customization.

Moreover, following its debut in October 2023, the image expansion feature will now extend to Reels in addition to the Feed, spanning across both Facebook and Instagram. This functionality employs AI to seamlessly adjust image assets to suit various aspect ratios, such as those found in Reels and the Feed. The aim is to streamline the process for advertisers, enabling them to allocate less time to adapting their creative materials for different platforms. Meta confirms that text overlays will also complement the image expansion feature.

An advertiser named Casetify, a smartphone case manufacturer, reported a 13% increase in return on ad spend after utilizing Meta’s GenAI Background Generation feature. The company trialed this option with its Advantage+ shopping campaigns, where the AI capabilities were initially introduced in the fall. These updated AI features will remain accessible through Ads Manager via Advantage+ Creative, like before.

Meta Text Generation with Images

Talking beyond images, Meta’s AI is now capable of generating alternative versions of ad headlines in addition to the ad’s primary text, which was already supported by leveraging the original copy. Meta is currently testing the ability of this generated text to reflect the brand’s voice and tone, drawing inspiration from previous campaigns. These text generation capabilities will transition to Meta’s next-generation LLM (Large Language Model), Meta Llama 3.

By the end of the year, all these generative AI features will be accessible globally to advertisers.

In addition to the AI updates, Meta has announced the expansion of its subscription service, Meta Verified for businesses, into new markets. These include Argentina, Mexico, Chile, Peru, France, and Italy, following its initial testing phase last year in Australia, New Zealand, and Canada.

Meta Plans

Now, Meta Verified will offer four distinct tiers to its subscription plan. All of these will include fundamental features such as a verified badge, dedicated account support, and impersonation monitoring. The higher tiers will offer additional tools, including profile enhancements, connection creation tools, and expanded access to customer support resources.

Additionally, Meta has announced plans to extend Meta Verified to WhatsApp soon.

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