In another move by Big Tech to redefine digital advertising with artificial intelligence (AI), Meta announced several AI-powered tools to improve business performance and streamline advertising processes.
From the AI Sandbox to updated features in the Meta Advantage suite, these innovations promise to catapult online advertising into a new era.
Meta’s latest offerings offer an intriguing glimpse into the future of marketing with generative AI.
Sandbox AI by Meta
The first part of announcement covered the AI Sandbox, a testing ground for AI-powered advertising tools.
Text Variation automatically creates multiple versions of an advertiser’s copy, helping advertisers test messages tailored to different audiences. Background generation allows advertisers to create background images for creative assets from text input. Image Outcropping adjusts creative assets to fit different aspect ratios across platforms, such as Stories or Reels, saving advertisers time when reusing creatives.
Meta Advantage Suite
Next, Meta shared new features Meta Advantage suite
Meta Advantage is a suite of automation tools designed to improve ad campaigns by leveraging AI and machine learning. It streamlines ad personalization and optimizes results, potentially saving advertisers time and ad spend.
The platform, which last year consolidated several automated products under a single banner, has seen significant growth in adoption.
The latest update brings several new features to Meta Advantage:
Businesses can convert existing manual campaigns to Advantage+ shopping campaigns with a single click. This feature, available in Ads Manager, is expected to roll out to the platform within a month. Advertisers can enrich their catalog ads with video content, a departure from the previous restriction to static images. This feature is currently in testing and is expected to launch later this year. Performance comparison reports allow advertisers to measure and compare the performance of their manual and Advantage+ shopping campaigns. This feature is already in the process of being rolled out. Enhanced audience targeting with Advantage+ Audience allows advertisers to provide audience preferences as guidance instead of rigid restrictions, opening the door to a wider advertising audience. This tool is expected to be more widely available in the coming months.
Investment in AI infrastructure
Finally, Meta highlighted its investment in AI infrastructure, with billions of dollars allocated annually to build AI capability for advertisers.
The investment could help new AI-powered tools reach their full potential, benefiting businesses and users.
AI continues to transform digital advertising
With a commitment to leveraging AI to improve ad performance and user experience, Meta could keep businesses ahead of the curve in the evolving world of digital advertising.
Featured Image: BigTunaOnline/Shutterstock
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