Meta Expands AI Features and Verified Service Worldwide

Meta has unveiled an advanced suite of generative AI tools for advertisers, building on the initial AI features launched last October. These tools now enable advertisers to craft entire images, not just alter backgrounds. Previously limited to modifying backgrounds for product images, advertisers can now generate complete image variations. These variations provide AI-generated creative ideas that can transform the entire presentation of the photo, including changes to the product or subject itself.

For instance, Meta demonstrated this capability with an ad where a simple cup of coffee placed outdoors next to coffee beans is reimagined. The AI altered the image to show the cup from a different perspective, set against a backdrop of lush greenery and coffee beans, conjuring images of a coffee farm.

Expanding Global Reach and Advanced AI Features

While this feature is primarily aimed at enhancing visual advertising, it does raise potential concerns. For example, if the product being marketed, such as a uniquely designed coffee cup, doesn’t actually exist as portrayed, this could lead to misuse. Advertisers might tempt consumers with AI-generated versions of products that are not available, potentially misleading them. This powerful tool, therefore, underscores the need for careful consideration in how AI-generated images are used in advertising.

Meta has recently expanded the capabilities of its generative AI tools for advertisers, enabling not only the creation of new backgrounds but also the modification of product images in their entirety. With the upcoming Text Prompt feature, advertisers will be able to specify variations in product colors, angles, and settings. For instance, a coffee cup could be depicted in various colors, each from a different angle, possibly adding unique details like distinct swirls of foam in the beverage.

However, this capability raises concerns about potential misuse. Advertisers could theoretically manipulate these options to make a product appear different from its actual appearance, potentially misleading consumers. Despite these risks, Meta has implemented stringent safeguards to prevent the misuse of this technology. These include “pre-guardrails” that eliminate unsupported images and “post-guardrails” that ensure generated content meets quality standards and appropriateness. Meta has also rigorously tested this feature with both internal and external experts to identify and mitigate any unforeseen uses.

Meta’s enhanced AI tools have already started rolling out, and in the coming months, advertisers will gain even greater control over image customization through text prompts, further enhancing the versatility of ad content creation.

Meta is enhancing its advertising capabilities with the introduction of new AI-driven features that offer greater creative flexibility for advertisers. One notable update allows advertisers to add text overlays to their AI-generated images, choosing from a dozen of the most popular font typefaces.

Additionally, the feature known as image expansion, first introduced in October 2023, is now extended to Reels as well as the Feed on both Facebook and Instagram. This functionality utilizes AI to adapt image assets to various aspect ratios suitable for different platforms, such as Reels and Feed. This means advertisers can more efficiently repurpose their creative assets across different media without additional time investment. Meta emphasizes that the text overlay feature is compatible with image expansion, enhancing the visual consistency across different formats.

Highlighting the effectiveness of these tools, Casetify, a smartphone case manufacturer, reported a 13% increase in return on ad spend using Meta’s GenAI Background Generation feature within their Advantage+ shopping campaigns. This feature, along with other updated AI capabilities, will continue to be accessible through Ads Manager via the Advantage+ creative options.

Meta is broadening the capabilities of its AI tools to enhance advertising efficacy. In addition to generating alternate images, Meta’s AI can now also produce variations of ad headlines and primary text. This expansion builds on existing features by incorporating the ability to mimic a brand’s unique voice and tone, drawing from previous campaign data as a reference. These text generation capabilities are being upgraded to Meta’s next-generation large language model, Meta Llama 3, promising even more sophisticated outputs.

These advanced generative AI features are set to be available globally to all advertisers by the end of the year.In addition to these AI enhancements, Meta announced plans to expand its Meta Verified subscription service to new international markets, including Argentina, Mexico, Chile, Peru, France, and Italy, following initial tests in Australia, New Zealand, and Canada

.Meta Verified will now offer four different subscription tiers, each including the foundational features of a verified badge, account support, and impersonation monitoring. The higher tiers will provide additional benefits such as profile enhancements, tools for creating connections, and expanded customer support options.

Furthermore, Meta plans to extend the Meta Verified service to WhatsApp, enhancing the utility and reach of this subscription across its platforms.

Meta’s AI tools for advertisers can now create full new images, not just new backgrounds https://t.co/Oa1IF6BJjB

Meta is rolling out an expanded set of generative AI tools for advertisers, after first announcing a set of AI features last October. Now, instead of only b… pic.twitter.com/iK6p6RtShs

— Al Hadath (@AlHadath_net) May 7, 2024