Companies are increasingly integrating AI into their advertising processes, and Meta is at the forefront of this trend. Meta’s Advantage+ offering now includes full image and text generation capabilities, allowing advertisers to create compelling ads more efficiently. These new features will be available globally later this year.
Meta’s head of monetization, John Hegeman, explained that advertisers can now create variations of their ad creative using AI. For example, if you are advertising a coffee business, the AI can generate variations of your ad creative, including different scenery and adjustments to the coffee cup. This gives advertisers more creative options to choose from.
In addition to generating images, advertisers can also apply text on top of the image using popular font typefaces. The generated text can reflect the advertiser’s brand voice and tone, making the ads more impactful. Meta is actively testing this feature to ensure it meets advertisers’ needs.
By leveraging AI, Meta aims to help advertisers iterate on their ad creative more effectively. The company believes that these generative AI tools save time and resources while increasing productivity for businesses. Advertisers can achieve maximum performance with greater scale, speed, and accuracy.
Meta plans to train these AI features on Llama 3, its next-generation large language model. This will improve the quality of query results and overall performance. By using a more advanced foundation model and fine-tuning it, Meta expects to see substantial improvements in the generated content.
It’s important to note that Meta’s AI does not create content from scratch but expands upon existing assets. The goal is to leverage what’s already available and produce variations to determine which ones generate the best return on investment. Advertisers still maintain control over the overall campaign concept and initial version.
As with any AI-generated content, there are concerns about licensing and copyright issues. Meta acknowledges this and is currently working through the specifics of how these issues will be addressed with ads. They hope to provide more information on this topic in the future.
Meta’s image and text generation capabilities, along with other gen AI tools, are available in Advantage+ creative, the company’s AI tool repository for the campaign creation process. This integration of AI into advertising processes allows for more efficient and impactful ad creation, benefiting both advertisers and businesses.