Meta is introducing an enhanced suite of generative AI tools for advertisers, building on its initial AI features launched last October. Advertisers can now go beyond simply creating varying backgrounds for product images; they can request complete image variations. This new functionality offers AI-generated ideas for the overall presentation, allowing innovative updates to the product's position or the theme of the image being promoted.
For instance, one compelling example from Meta showcases an advertisement featuring a cup of coffee outdoors next to coffee beans. With the AI tools, this image can be reimagined to show the cup from a fresh perspective, set against lush greenery and coffee beans, evoking a coffee farm ambiance.
This may seem trivial if the goal is simply to draw customers to a local coffee shop. However, if the coffee cup itself is being sold, the AI variations from Meta could depict versions of the product that don’t actually exist in reality.
There is a potential concern that advertisers could misuse this feature to mislead customers into purchasing non-existent products. Meta acknowledges this risk, noting that advertisers might manipulate generated images using the upcoming Text Prompt feature to display products in different colors, from various angles, and in diverse settings. Currently, the "different colors" option could mislead customers about the actual appearance of a product.
As demonstrated, the coffee cup could be altered to show multiple colors or displayed from unique angles, each with a distinct swirl of milk atop the hot beverage. To address these concerns, Meta asserts it has implemented robust measures to prevent the generation of misleading ad content or subpar images. These precautions include “pre-guardrails” designed to filter out unsupported images before generation, alongside “post-guardrails” that evaluate the outcome to ensure it meets quality standards and appropriateness.
Meta claims extensive testing has been performed on these features, using its Llama image generation model alongside insights from both internal and external experts to uncover potential vulnerabilities and mitigate them.
The rollout of these features has begun, with future updates allowing advertisers to provide text prompts to customize image variations. Moreover, Meta is introducing options for adding text overlays to AI-generated images, offering a selection of popular font types.
Additionally, starting in October 2023, the image expansion feature will be implemented for Reels, complementing its availability in the Feed across both Facebook and Instagram. This AI utility helps advertisers adapt their visual assets for various aspect ratios, streamlining the process of repurposing creative content. The text overlay feature will also integrate seamlessly with image expansion.
Casetify, a smartphone case manufacturer, reported a 13% increase in return on ad spend after implementing Meta’s GenAI Background Generation feature. The company tested these capabilities through its Advantage+ shopping campaigns, where AI features initially emerged last fall. The latest updates will also be accessible through Ads Manager, continuing to support Advantage+ creative.
Beyond image enhancements, Meta's AI can now craft alternate versions of ad headlines and primary text. The technology is being refined to better match a brand’s unique voice and tone, leveraging insights from previous campaigns. This text generation functionality is set to transition to Meta’s next-gen large language model, Meta Llama 3.
By the year's end, all generative AI features will be available globally to advertisers. In addition to these updates, Meta is expanding its Meta Verified subscription service to new markets including Argentina, Mexico, Chile, Peru, France, and Italy, having conducted initial trials in Australia, New Zealand, and Canada.
The Meta Verified service will offer four subscription tiers, each including essentials such as a verified badge, dedicated account support, and impersonation monitoring. Higher tiers will feature additional tools for profile enhancement, connection creation, and improved customer support access. Meta also announced plans to extend the Meta Verified service to WhatsApp in the near future.
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