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Diving briefs:
- According to the company's blog post, on Thursday (October 2) Meta announced several new Generated Artificial Intelligence (AI) and Author Solutions for advertisers.
- Among the additions is the launch of Business AI, an agent that helps small businesses use AI more easily and drive conversions. The company has also revealed a new generation AI tool for video and image ads that contain music generated by AI.
- Meta is also testing new advertising experiences, including the ability for consumers to virtually try clothing from advertising. Additionally, Tech Giant is helping creators discover by adding new ways to transform organic creator content into paid advertising and AI-powered tools.
Dive Insights:
Meta is looking to enhance its appeal to advertisers with the latest suite of AI solutions that are landing ahead of busy holidays. Tech Giant continues to bet on emergency AI technology and build existing products within the space, like Advantage and Suite's automated advertising products. They also have the ambition to develop AI beyond “super intelligence” or human intelligence.
New additions from Meta include Business AI. BusinessAI is designed to make it easy for small and medium-sized brands to provide recommendations and sales guidance for AI-powered products across Facebook and Instagram ads, messaging threads and their own websites. Business AI aims to bypass some of the hassle that comes with using AI agents, such as high cost and complex configurations. This tool learns from brands' existing social posts, ad campaigns, and websites, providing more personalized responses to consumers. Eligible US companies can now set up business AI for websites and advertising on their meta platforms.
Meta has also announced a new AI chat experience within the ADS Manager and Business Support Home, called the Meta AI Business Assistant, which helps brands optimize their campaigns, receive AI-driven recommendations, and resolve account issues, including managing disabled accounts and limiting daily spending.
The debut of AI Business Assistant extends other campaign optimization efforts, including the global deployment of Meta Opportunity Score Tool. Meta AI's business assistant will only be available to select small businesses this year, and the company plans to expand availability in 2026.
Meta is also expanding its Advantage+ Tools with more features, including AI-created music capabilities within video generation tools and AI dubbing capabilities that help brands optimize their creatives for multilingual audiences. As part of its image generation tool, Meta introduces persona-based image generation capabilities that create several different versions of AD designed to accommodate a particular audience.
At the same time, Meta is trying to make brands easier by combining creators on Facebook and Instagram by adding tools for creator discovery. Among the additions is the Facebook Creator Discovery API. This allows brands and third-party partners to search for creators using keywords such as audience demographics and average engagement rates to find the ideal fit. Additionally, access to the Instagram Creator Marketplace API is expanding to all advertisers and third-party developers in countries where the tool is already available.
In particular, the company is adding to the recommended types of creator content available with its AI-recommended collaboration and partnership ad hub that allows brands to easily turn into partnership ads. That feature arrives this fall. Meta allows creators and brands to add product links to their Instagram reels, testing new ways creators can access their brand's affiliate programs on Facebook.
Other announcements include a new AI advertising experience, including tools currently under testing. This relies on generated AI to display a personalized page that displays consumers details about the brand and its products after clicking on an ad. Meta also begins testing the ability of consumers uploading their own photos to see what clothing from the ads will look like.
The company is expanding access to AI sticker call-to-action (CTA) features. It offers brands the ability to create more engaging CTAs within their ads, testing them with additional formats such as Facebook Reels, Instagram Stories, Instagram Reels, and more, with additional advertisers to global advertisers for Facebook Stories. The AI Sticker CTA Tool was first unveiled at this year's Cannes Lions Festival.
Apart from the latest announcement, the Oct. 1 Meta revealed that it will begin personalizing content and advertising recommendations to consumers based on its interaction with the company's generative AI capabilities. This is the process that will take effect on December 16th.
