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Meta launches generative AI advertising tools

The brand behind Facebook, Instagram, and now Twitter-rival Threads has announced a new use of generative artificial intelligence – making it easier to create ads.

Meta launches generative AI advertising tools
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Meta made the announcement last week, with a limited rollout of the new tools ahead of full release by 2024.

The tools will be a part of Meta’s Ads Manager and include three main components.

Background Generation will allow Meta’s advertising partners to create backgrounds for any product image, tailoring the look of an ad for different audiences, while Image Expansion can adjust the aspect ratio of an image to fit into multiple ads, such as reels or in a feed.


Text Variations works off a single piece of original copy to create multiple iterations of ad writing across multiple audiences.

The features have been available to advertisers in an AI Sandbox since earlier in 2023, and according to a survey of those early testers, the new tools save time when it comes to creating multiple variations of ads – about five hours of work each week, in fact. On top of that, the tools also alleviate creative fatigue while still being able to rapidly iterate a piece of copy or a design.

“As an early adopter of Meta’s AI Sandbox, Publicis is excited to experience how it will apply to important client use cases,“ said Keith Soljacich, EVP and head of innovation at Publicis Media Content Innovation, one of Meta’s early partners. “Ad creative development that is faster, smarter and integrated into the larger Meta ad platform will be a game changer.”

Future AI tools will add the ability to tailor advertisements around tailored themes, as well as create custom copy for business messaging in Messenger and WhatsApp. The last is already in alpha testing, which Meta plans to scale up further in 2024.

“With millions of businesses advertising on our platform,” Meta said in a statement, “we will continue to take a collaborative approach in developing these features and experiences so that they provide value to businesses and people”.

David Hollingworth

David Hollingworth

David Hollingworth has been writing about technology for over 20 years, and has worked for a range of print and online titles in his career. He is enjoying getting to grips with cyber security, especially when it lets him talk about Lego.

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