Meta has launched an expanded suite of generative AI elements for ad creation, encompassing text variations, background generation, and image expansion tools. These elements leverage generative AI to offer enhanced creative options, such as suggested post captions, alternative image backgrounds, and generated visuals for various ad formats.
Early testers reported significant time savings and campaign optimization benefits, estimating that generative AI could save up to one month per year. According to Meta, a survey of advertisers revealed that half of them anticipated saving more than five hours a week, streamlining the creative process and allowing for more strategic work.
Additionally, test partners found that Meta’s AI ad tools facilitated quicker development of various ad creative variations at scale, thereby improving campaign performance.
One particularly promising application is background generation, which can be seamlessly integrated into ad creation processes. Meta plans to offer advertisers more options for generating background images with tailored themes, such as outdoor scenes for athleisure brands.
Meta is also developing AI tools for business messaging on Messenger and WhatsApp. These tools will enable businesses to engage with customers, enhance commerce, drive engagement, and provide instant conversational responses.
While Meta is working towards full automation with AI, generative AI currently complements human creativity. Genuine creativity may remain challenging to replicate entirely with AI, but AI tools can expand advertisers’ capabilities, enabling broader experimentation, personalization, and enhanced responses.
Meta is rolling out these new AI features in its Ads Manager, with a global release scheduled for completion next year. As AI technology continues to evolve, its role in advertising and creative processes is expected to expand further, offering advertisers new avenues for innovation and campaign optimization.