Meta releases one extended set of productive AI tools for advertisers, after first announcing a series of AI features last October. Now, instead of only being able to create different backgrounds for a product image, advertisers can also request full image variations, which offer AI-inspired ideas for the overall photo, including riffs that inform the photo’s theme or product which 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 show the cup, from a different angle, in front of lush vegetation and coffee beans, referencing imagery reminiscent of a brown farm.
This might not be a big deal if the image is intended to encourage someone to visit a local coffee shop. But if it was the coffee cup itself that was for sale, then the AI variants offered by Meta could be versions of the product that didn’t exist in real life.
The feature could be abused by advertisers who wanted to trick consumers into buying products that don’t actually exist.
Meta admits this is a potential use case, saying that an advertiser could customize the output with the upcoming Text Prompt 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 shows, the coffee cup itself could transform into different colors or be seen from different angles, where each cup has its own distinct swirl of milk foam mixed with the hot beverage.
However, Meta claims to have strong safeguards in place to prevent its system from generating inappropriate ad content or low-quality images. This includes “guardrails” to filter out images that don’t support generational AI models, and “meta guardrails” that filter out generated text and image content that doesn’t meet its quality bar or that it deems inappropriate. In addition, Meta said it tested the feature using its Llama image generation and full advertising model with internal and external experts to try to find unexpected uses, then addressed any vulnerabilities found.
Meta says this feature is already rolling out, and in the coming months, advertisers will be able to provide text messages to customize image variations.
Image Credits: After
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, the image extension, also introduced in October 2023, will now be available on Reels in addition to the Feed, on both Facebook and Instagram. This option leverages artificial intelligence to help advertisers adjust their image assets to fit different aspect ratios, such as Reels and Flow. The idea is that advertisers could spend less time redesigning their creatives for different surfaces. Meta says text overlay will work alongside image expansion.
One advertiser, smartphone case maker Casetify, said that using Meta’s GenAI Background Generation feature led to a 13% increase in return on its ad spend. The company had tested the option with Advantage+ shopping campaigns, where AI features first became available in the fall. The updated AI features will also be available through Ads Manager via Advantage+ ad text, as before.
Image Credits: After
Beyond images, Meta’s AI can be used to create alternative versions of the ad headline in addition to the main ad text, which was already supported using the original copy. Meta says it’s testing the ability to make that text also sound like the brand’s voice and tone, using past campaigns as reference material. The text generation capabilities will be ported to Mets next generation LLM (large language model), Meta Llama 3.
All artificial intelligence capabilities 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 including Argentina, Mexico, Chile, Peru, France and Italy. The service began trials last year in Australia, New Zealand and Canada.
Now, Meta Verified will offer four different tiers to its membership 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, tools to create connections and more ways to access customer support.
Meta Verified will soon be extended to WhatsApp, the company also said.
