Meta is launching a expanded set of generative AI tools for advertisers, after first announcing a set of AI features last October. Now, instead of just being able to create different backgrounds for a product image, advertisers can also request full image variations, which offer AI-inspired ideas for general photography, including riffs that update the photo’s theme or the product that is advertised.
In one example, Meta shows how an existing ad creative showing a cup of coffee outdoors next to coffee beans could be modified to present the cup, from a different angle, in front of lush greenery and coffee beans, evoking images that They remind of a coffee. farm.
This may not be a big deal if the image is just intended to encourage someone to visit a local coffee shop. But if it was the coffee cup that was for sale, then the AI variations Meta offers could be versions of the product that didn’t exist in real life.
This feature could be abused by advertisers who want to trick consumers into purchasing products that don’t actually exist.
Meta admits that this is a possible use case, saying that an advertiser could adapt the result generated with the next text message feature with different colors of their product, from different angles and in different scenarios. Currently, the “different colors” option could be used to trick customers into thinking a product looks different than it does in real life.
As Meta’s example demonstrates, the coffee cup itself could be transformed into different colors, or it could be shown from different angles, where each cup has its own swirl of frothy milk mixed with the hot drink.
However, Meta claims that it has strong security barriers to prevent its system from generating inappropriate advertising content or low-quality images. This includes “pre-guardrails” to filter out images that your generation AI models do not support and “post-guardrails” that filter out generated image and text content that does not meet your quality standard or that you deem inappropriate. Additionally, Meta said it tested the feature using its Llama image and full ad image generation model with internal and external experts to try to find unexpected ways of use and then addressed any vulnerabilities found.
Meta says this feature has already started rolling out, and in the coming months, advertisers will also be able to provide text messages to accommodate image variations.
Image credits: Goal
Additionally, Meta will now allow advertisers to add text overlays to their AI-generated images with a dozen of the most popular fonts available to choose from.
Another feature, image expansion, also introduced in October 2023, will now be available for Reels in addition to the Feed, on both Facebook and Instagram. This option leverages AI to help advertisers adjust their image assets to fit different aspect ratios, such as Reels and Feed. The idea is that advertisers can spend less time repurposing their creative assets for different surfaces. Meta says that the text overlay will also work in conjunction with image expansion.
One advertiser, smartphone case maker Casetify, said that using Meta’s GenAI Background Generation feature generated a 13% increase in return on its ad spend. The company had tested the option with its Advantage+ shopping campaigns, where AI features were first available in the fall. The updated AI features will also be available through Ads Manager using the Advantage+ creative, as before.
Image credits: Goal
Beyond images, Meta’s AI can be used to generate alternative versions of the ad title, in addition to the main ad text, which was already supported by leveraging the original copy. Meta says it is testing the ability for this copy to also sound like the brand’s voice and tone, using previous campaigns as reference material. Text generation capabilities will move to the Mets’ next-generation LLM (large language model), Meta Llama 3.
All generative AI features will be available globally to advertisers by the end of the year.
In addition to the AI updates, Meta also announced it would expand its subscription service, Meta Verified for Business, to new markets, including Argentina, Mexico, Chile, Peru, France and Italy. The service began testing last year in Australia, New Zealand and Canada.
Now, Meta Verified will offer four different tiers in its subscription plan, all with the basic features of a verified badge, account support, and impersonation monitoring. Higher tiers will include new tools like profile upgrades, connection building tools, and more ways to access customer support.
Meta Verified will soon expand to WhatsApp, the company also said.
