Image credit: Meta
After first announcing a set of AI features last October, Meta is developing a broader set of generative AI tools for advertisers. Now, instead of just being able to create a different background for a product image, advertisers can also request full image variations, which offer AI-inspired ideas for the overall image, including the subject of the image or product. Riffs updating the advertised image.
In one example, Meta shows how the current ad creative is showing a cup of coffee sitting outside with coffee beans to present the cup from a different angle, with greenery and coffee beans in front of it. can be modified, which creates a picture reminiscent of coffee. Form
This may not be a big deal if the purpose of the photo is simply to encourage someone to visit the local coffee shop. But if it was a cup of coffee that was for sale, then the AI ​​variations offered by Meta could be versions of the product that didn't exist in real life.
This feature can be misused by advertisers who want to trick consumers into buying products that don't actually exist.
Meta acknowledges that this is a potential use case, saying that an advertiser could tailor the output of their products to different colors, different angles and different scenarios with the incoming text prompt feature. Currently, the “different colors” option can be used to trick consumers into thinking a product looks different than it does in real life.
As Meta's example shows, the coffee cup itself can change to different colors, or be shown from different angles, where each cup has its own swirl of foaming milk mixed with the hot drink.
However, Meta claims that it has strong firewalls in place to prevent its system from generating inappropriate ad content or low-quality images. It includes “pre-guardrails” to filter out images that its general AI models don't support, and “post-guardrails” that filter out generated text and image content that doesn't meet its quality bar. Do not get off or consider it inappropriate. In addition, Meta said he tested the feature with internal and external experts using his llama image and full-aids image generation model to try to find unexpected ways it could be used. If possible, then any weaknesses can be addressed.
Meta says the feature is already rolling out, and in the coming months, advertisers will also be able to provide text prompts to generate image variations.
Image credit: Meta
In addition, Meta will now allow advertisers to add text overlays to their AI-generated images with over a dozen popular font typefaces available.
Another feature, image extensions, which was also introduced in October 2023, will now be available on both Facebook and Instagram, in addition to the feed. This option leverages AI to help advertisers adjust their image assets to fit different aspect ratios, such as Reels and Feeds. The idea is that advertisers can spend less time repurposing their creative assets for different levels. Meta says text overlays will also work with image extensions.
One advertiser, smartphone case maker Casetify, said using Meta's GenAI background generation feature increased its ad spend by 13 percent. The company tested the option with its Advantage+ shopping campaigns, where AI features first became available in the fall. The updated AI features will also be available through Ads Manager through Advantage+ Creative, as before.
Image credit: Meta
In addition to images, Meta's AI can be used to create alternative versions of the ad headline, in addition to the ad's primary text, which was already supported by leveraging the original copy. Metta says he's testing the text's ability to resonate with the brand's voice and tone, using previous campaigns as his reference material. The text generation capabilities will be ported to MetaLama 3, the next-generation LLM (large language model) of Mats.
All Creative AI features will be available globally to advertisers by the end of the year.
In addition to the AI ​​updates, Meta also announced that it will expand its subscription service, Meta Verified for Business, to new markets. Argentina, Mexico, Chile, Peru, France and Italy. Testing of the service began last year in Australia, New Zealand and Canada.
Now, Meta Verified will offer four different tiers in its subscription plan, all with the core features of a Verified badge, account support, and impersonation monitoring. Higher levels will include new tools such as profile enhancements, connection building tools, and more ways to access customer support.
The company also said that Meta Verified will soon be extended to WhatsApp.