In a game-changing move, Meta has announced the introduction of generative AI features for advertisers, a significant stride that showcases the company’s commitment to innovating in the realm of AI-powered marketing. This suite of AI tools, including an AI Sandbox, allows advertisers to generate alternative copies, customise backgrounds via text prompts and adapt images for different platforms and aspect ratios.
Generative AI, the powerful technology behind these features, is capable of creating unique and engaging content – a boon for marketers who aim to deliver personalised ad experiences. The ability to generate different versions of ad copy, for instance, allows brands to effectively communicate their core message to diverse audience segments.
Another key feature of the AI Sandbox is the background generation tool. This allows advertisers to effortlessly produce unique assets for campaigns, further streamlining the creative process. Additionally, the image cropping feature helps companies create compelling visuals tailored to various mediums, such as social posts, stories, or short videos like Instagram’s Reels.
Meta’s AI-powered ad tools, currently available to a select group of advertisers, will be made accessible to a broader audience come July. The company is working closely with the initial group of advertisers to gather feedback and refine the suite of tools, with plans to incorporate some of these features into their products by the end of the year.
This strategic move by Meta comes on the heels of the company’s positive Q1 2023 financial results, where it surpassed analyst expectations and demonstrated year-on-year revenue growth for the first time in three quarters. The announcement also follows recent remarks by Meta’s CTO Andrew Bosworth, who highlighted the company’s interest in utilising generative AI tech for advertising purposes.
While Meta has begun working on different AI tools, CEO Mark Zuckerberg emphasised that the tech giant remains committed to developing the metaverse. During an earnings call in April, Zuckerberg hinted at advertising among other uses for AI, suggesting potential applications in areas such as content discovery and customer support.
