Meta is launching an expanded set of generative AI tools for advertisers after first announcing a suite of AI features last October. Instead of just creating different backgrounds for a product image, advertisers can now also request full image variations that offer AI-inspired ideas for the entire photo, including riffs that update the photo’s theme or the product being advertised.
In one example, Meta shows how an existing creative that shows a cup of coffee outdoors next to coffee beans could be modified to present the cup from a different angle against lush greenery and coffee beans, creating images reminiscent of a coffee farm .
This might not be a big deal if the purpose of the image is simply to encourage someone to visit a local coffee shop. But if the coffee cup itself was for sale, the AI variations offered by Meta could be versions of the product that didn’t exist in real life.
The feature could be abused by advertisers trying to trick consumers into buying products that don’t actually exist.
Meta acknowledges that this is a possible use case, saying that with the upcoming text prompt feature, an advertiser could customize the output generated 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 reality.
As Meta’s example shows, the coffee cup itself could be transformed into different colors or shown from different angles, with each cup featuring its own distinctive swirl of foamy milk mixed with the hot beverage.
However, Meta states that the system has strict protections in place to prevent inappropriate ad content or low-quality images from being generated. These include “pre-guardrails” to filter out images that do not support the generation’s AI models, and “post-guardrails” that filter out generated text and image content that does not meet their quality criteria or that they deem inappropriate. In addition, Meta stress tested the feature with internal and external experts using the Llama image and full ad image generation model to find unexpected uses and then remedied any vulnerabilities found.
According to Meta, the rollout of this feature has already begun, and in the coming months, advertisers will also be able to provide text prompts to adjust the variations of the image.
Photo credit: Meta
Additionally, Meta now allows 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 Extension, also launched in October 2023, will now be available for Reels in addition to the feed on both Facebook and Instagram. This option uses AI to help advertisers adapt their image assets to different aspect ratios such as Reels and Feed. The idea is that advertisers could spend less time repurposing their creative assets across different surfaces. According to Meta, text overlay also works with image expansion.
One advertiser, smartphone case maker Casetify, said that using Meta’s GenAI background generation feature resulted in a 13% increase in return on its ad spend. The company tested the option with its Advantage+ shopping campaigns, where the AI features first became available in the fall. As before, the updated AI features will also be available via Ads Manager via the Advantage+ creative.
Photo credit: Meta
Beyond images, Meta’s AI can be used to generate alternative versions of the ad headline in addition to the main ad text, which was already supported by leveraging the original copy. Meta says it tests this copy’s ability to sound like the brand’s voice and tone, using previous campaigns as reference material. Text generation functions are being moved to Mets’ next generation LLM (Large Language Model), Meta Llama 3.
All generative AI features will be available to advertisers worldwide by the end of the year.
Outside of the AI updates, Meta also announced it would be expanding its Meta Verified subscription service for enterprises to new markets, including Argentina, Mexico, Chile, Peru, France and Italy. The service began testing in Australia, New Zealand and Canada last year.
Now Meta Verified offers four different tiers of its subscription plan, all with the basic features of a verified badge, account support, and identity theft monitoring. Higher tiers include new tools like profile enhancements, connection tools, and more ways to access customer support.
Meta Verified will soon be expanded to WhatsApp, the company also announced.