Meta provides advertisers with more generative AI tools.
Over the past few years, Meta has focused heavily on its AI advertising product, Advantage+. Advantage+ helps advertisers find the best platforms and ads to get in front of someone. This tool is designed to guide advertisers to find audiences that will lead to superior ad performance as measured by metrics such as sales and website traffic.
Advertisers will now be able to use Advantage+ to create visuals and text for their ads. Meta's AI can create perfect image variations, but advertisers still need to feed images into Meta to create ads. For example, if a retailer uploads a photo of a red dress, Meta's AI can create variations of the red dress with different background colors and text overlays, designed for multiple platforms such as Infeed and Reels. Meta also said it plans to roll out text prompts where advertisers can input how they want their ads to look.
Meta is also testing how Gen AI text reflects an advertiser's tone and voice based on previous campaigns, and the technology will soon be built using Llama 3, Meta's new large-scale language model. He said that it is planned to be done.
Meta said it has begun rolling out its generative AI capabilities and expects them to be available to all advertisers globally by the end of the year.
John Hegeman, vice president of monetization at Meta, told reporters at a press event that testing using Advantage+'s creative tools resulted in a 28% cost-per-click reduction in ad clicks compared to other types of test creatives. said it has been reduced.
“What we are hearing from advertisers is that these generative AI tools are saving time and resources while improving productivity,” he said.
In April, Meta announced that it would begin labeling Gen AI content on its platform this month. Hageman said Meta is “looking into specifics” about how to apply this policy to ads created with Gen AI.
One of the problems advertisers are experiencing with Advantage+ is that they don't have control over where their ads appear and, similar to Google's AI advertising product called P-MAX, there is a cap on ad spend.
Alvin Bowles, vice president of Meta's global business group, said Meta works with agencies and brands to educate them on how to use generative AI tools to make their jobs more efficient.
“It's really about making sure that we take on some of the jobs that we believe are more mundane jobs and that people who are trained and educated on the job actually use their skills to do wonders. “It's about blocking opportunities to be able to perform in a way that makes you happy and pleases us all,” he said.
