Meta is launching an expanded array of generative AI tools for advertisers, building on the initial AI features introduced last October. These enhancements now enable advertisers to generate full image variations, sparking new creative ideas for overall photo composition, including alterations to the product or subject of the ad.
For instance, Meta demonstrated how an ad depicting a cup of coffee next to coffee beans could be altered to show the cup from a different angle against a backdrop suggestive of a coffee farm. This capability is relatively harmless if intended to promote a local coffee shop. However, if the product for sale is the coffee cup itself, the AI-generated variations might depict versions of the product that do not actually exist, potentially misleading consumers.
Meta acknowledges the potential for misuse, particularly with the upcoming Text Prompt feature, which will allow advertisers to customize the generated images with various colours and scenarios. For example, the coffee cup could appear in different colours or from angles that showcase distinctive features like a unique swirl of milk in the beverage.
Despite these risks, Meta insists it has implemented robust guardrails to prevent the creation of inappropriate or low-quality ad content. These include “pre-guardrails” that block unsupported images and “post-guardrails” that filter out subpar or inappropriate generated text and images. Additionally, Meta has rigorously stress-tested this feature using its Llama image and full ads image generation model, involving both internal and external experts to uncover and mitigate potential issues.
Meta is rolling out these features now, with plans to introduce text prompts soon, allowing for even greater customization of image variations. Furthermore, advertisers will be able to enhance their AI-generated images with text overlays using a selection of popular fonts. Another enhancement, image expansion, initially launched in October 2023, has been extended from Feed to also include Reels on both Facebook and Instagram. This feature helps advertisers adapt their images for different aspect ratios, streamlining the process of repurposing creative assets for diverse platforms.
Casetify, a smartphone case manufacturer, reported a 13% increase in return on ad spend using Meta’s GenAI Background Generation feature in its Advantage+ shopping campaigns. The enhanced AI features will continue to be accessible through Ads Manager in the Advantage+ creative format. Meta is also enhancing its text generation capabilities, soon to transition to the Meta Llama 3 model. This upgrade aims to better reflect the brand’s voice and tone by drawing on data from previous campaigns. All generative AI features are expected to be globally available to advertisers by the end of the year.
Additionally, Meta announced the expansion of its Meta Verified subscription service for businesses into new markets, including Argentina, Mexico, Chile, Peru, France, and Italy. Initially tested in Australia, New Zealand, and Canada, Meta Verified now offers four subscription tiers featuring a verified badge, account support, and impersonation monitoring, with higher tiers providing additional tools and customer support enhancements.
Meta also plans to expand Meta Verified to WhatsApp soon.
