Meta rolls out ‘time-saving’ gen-AI creative tools for advertisers
Facebook and Instagram’s parent company, Meta, has officially launched its gen-AI-powered ad creation tools, with the promise of saving hours of work for most advertisers.
The company announced its testing plan for the gen-AI tools in May and has now begun to roll out the features across the globe. The process is expected to be completed by next year.
These new creative tools include:
- Background Generation: Creates multiple backgrounds to complement the advertiser’s product images
- Image Expansion: Adjusts creative assets to fit different aspect ratios across multiple surfaces, like Feed or Reels, saving time and resources on repurposing creative assets.
- Text Variations: Generates multiple versions of ad texts based on the advertiser’s original copy, giving them multiple text options to reach their audience.
Meta said that half of the advertisers who participated in the testing process think the tools saved them at least five hours of work per week – mainly on editing tasks to make way for more strategic creative works.
However, the company acknowledged that it’s not realistic for advertisers to solely rely on gen-AI tools to find the best creatives. “There is still work to do on delivering outputs customized to every brands’ unique voice and visual style,” it said in a statement.
Will Easton, managing director ANZ, Meta said: “We’ve heard promising feedback from advertisers in the US who tested these tools in our AI Sandbox, and believe these tools have the potential to democratise access to creative resources for businesses of all sizes making it easier for anyone to tap into creative best practices that drive campaign performance.
“With this launch and our other investments in AI-powered experiences, we are embarking on an era with new possibilities for marketers and continuing to show that Meta builds innovative products to help businesses achieve growth that lasts.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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