Today, Meta has started rolling out three new generative AI features for advertisers, allowing them to use AI to create backgrounds, expand images and generate multiple versions of ad text based on their original copy. This move shows Meta’s confidence in generative AI’s potential to assist brands and enterprises that constitute a major chunk of Meta’s revenue streams.

The first among the new features allows advertisers to customise their creative assets by generating multiple different backgrounds to change the look of their product images. 

The technology is similar to that which Meta used to create Backdrop, which allows users to change image backgrounds using text prompts. However, in the toolkit, the backgrounds are generated for the advertiser based on their product images and will be “simple backgrounds with colours and patterns,” Meta explained. The feature is available to advertisers using the company’s Advantage+ catalogue for their sales ads.

The second feature is image expansion for advertisers to adjust their assets to fit different aspect ratios like Feed or Reels, for example. The feature would let advertisers spend less time repurposing images and video, for different surfaces, the company claimed.

Both of the above features are available to Advantage+ creative in Meta’s Ads Manager.

The third addition is the ‘text variations’ feature capable of generating up to six different text versions based on the original copy. These renditions can highlight particular keywords and phrases aligned with the advertiser’s requirements. 

In the context of a particular campaign, Meta can present different text combinations to various audiences, to understand which versions yield better responses. However, the company won’t disclose detailed performance metrics for each variation, as conveyed by the technology behemoth.

Meta has already tested these features in its AI Sandbox with a diverse small set of advertisers and early results indicate that generative AI will save them over five hours on a weekly basis. 

Nonetheless, the company admits that there remains a significant amount of work to be done to refine output aligning precisely with the advertisers’ styles. The company also revealed that there are more AI features to come.