Meta Expands AI Tools for Advertisers to Generate Full Image Variations
While this feature offers creative potential, concerns arise regarding its potential misuse by advertisers aiming to deceive consumers into purchasing non-existent products.
Meta, formerly Facebook, is unveiling an enhanced suite of generative AI tools for advertisers, building upon its initial AI features announced last October. Previously limited to creating different backgrounds for product images, advertisers can now request full image variations. These variations offer AI-generated ideas for the overall photo, including modifications to the subject or product being advertised.
In a demonstration provided by Meta, an existing ad creative featuring a cup of coffee outdoors beside coffee beans is transformed to present the cup in front of lush greenery and coffee beans from a different angle, evoking imagery reminiscent of a coffee farm.
While this feature offers creative potential, concerns arise regarding its potential misuse by advertisers aiming to deceive consumers into purchasing non-existent products. Meta acknowledges this risk, highlighting the possibility for advertisers to manipulate generated output using different colors, angles, and scenarios, potentially leading consumers to misconceptions about the product's appearance.
To mitigate misuse, Meta asserts the implementation of robust guardrails to prevent the generation of inappropriate or low-quality ad content. These guardrails include pre-filters to weed out unsupported images and post-filters to eliminate content that fails to meet quality standards or is deemed inappropriate.
Furthermore, Meta emphasizes its stress-testing of the feature with internal and external experts to identify and address potential vulnerabilities. Advertisers will soon be able to provide text prompts to further tailor the image variations.
Additionally, Meta introduces text overlay options for AI-generated images, allowing advertisers to add text overlays using popular font typefaces. Image expansion, introduced in October 2023, will now extend to Reels in addition to the Feed, facilitating advertisers' adaptation of image assets across various aspect ratios.
Casetify, a smartphone case maker, reported a 13% increase in return on ad spend after using Meta's GenAI Background Generation feature. The updated AI features will be accessible through Ads Manager via Advantage+ Creative.
In addition to image enhancements, Meta's AI capabilities extend to generating alternate versions of ad headlines, aligning with the brand's voice and tone using previous campaigns as reference material. These text generation capabilities will transition to Meta's next-gen large language model, Meta Llama 3.
All generative AI features will be globally available to advertisers by the end of the year. Meta also announces the expansion of its subscription service, Meta Verified, to new markets and platforms, offering businesses enhanced features and support options.
