Meta reveals new generative AI functionalities for advertisers

Meta has introduced an AI Sandbox for advertisers, providing a set of generative AI tools to enable advertisers to create alternative copies, generate backgrounds using text prompts and crop images for Facebook or Instagram ads.

This AI feature allows brands to produce multiple variations of the same ad for different audiences while keeping the main message consistent. The background generation feature helps to produce various assets for campaigns.

The image cropping feature allows companies to create visuals of different aspect ratios suitable for different platforms such as social media posts, stories, or short videos like Reels.

At present, the features are available to a limited number of advertisers, and more advertisers will have access to them starting in July.

Despite Meta’s release of some generative AI features for advertisers, other ad tech startups like Omneky and Movio are adopting generative AI tools to create ads and marketing videos.

They invest tens of billions of dollars annually in their infrastructure, and an increasing portion of that has been dedicated to building out their AI capacity for ads. Those investments are what ensure that the AI-powered tools advertisers touch-and-feel reach their full potential at scale – like generative AI, which often requires more computing capability to work effectively.

As part of their ongoing work to advance their AI modeling, they’re now using larger, more complex models in their ads system to further improve performance and measurement when they don’t have access to the same granular level of data. These enhancements share learnings across their ads system and ultimately achieve better results for businesses and create better experiences for people.

For example, previously on Instagram, they needed one model for optimizing clicks on Story ads and another model to optimize conversions or sales for ads on Reels. Now, with more advanced AI modeling that optimizes across all surfaces (Feed, Story, Explore, and Reels), it allows them to transfer learnings across multiple objectives at the same time, which helps improve advertiser conversions and the quality of ads people see.

This is a closer look at their efforts to use AI to improve the performance of ads for businesses, but certainly not all they are exploring. They think there is a big opportunity across all of their apps to apply AI to improve the experiences for both advertisers and people. They look forward to sharing more as they continue to innovate in this space.