Bringing the meta. Complete image and text generation For its Advantage+ offering, enables advertisers to create compelling and creative ads faster. Automating certain parts of the ad creation process is another move by the company, which Meta believes will free up resources and improve ad performance. These new capabilities will be available globally later this year.
“For the first time, you can create full image variations inspired by your original ad creation and with text overlay capabilities,” Meta’s head of monetization John Hagman said during a press conference. “Imagine you are promoting your coffee business by advertising an aromatic cup of coffee. Our built-in AI will be able to create variations of your ad creative, including scenes that resemble a lush farm. Shapes and also provides adjustments to the coffee cup to offer you more creative options to choose from.”
In addition to creating an image using a prompt a la Midjourney, Adobe Firefly or OpenAI’s DALL-E, advertisers can overlay text on top of the image, choosing from a dozen popular font typefaces. There’s even an option to reuse generated images so that the creation fits different aspect ratios — something The meta started in October. With Instagram.
Advertisers will be able to use Meta’s AI to help create impactful headlines and body copy for their ads. The company shared that it is also actively testing the ability of tailored text to reflect the voice and tone of an advertiser’s brand.
“We know that constant iteration on your ad creatives is one of the most effective levers of performance for advertisers,” commented Hageman. “By marrying generative AI with our Advantage + Automation products we enable businesses to drive greater efficiency with greater scale, speed and accuracy… What we’re hearing from advertisers is that These generative AI tools are saving time and resources while increasing productivity.”
Meta revealed that it will train these features on Llama 3, its next-generation large language model, which will provide better query results. “What you see is that when you replace a less advanced foundation model with a more advanced foundation model, with some fine-tuning on top, you usually get higher quality results. [and] Better performance…I think that’s quite a difference,” Hageman explained.
It’s not surprising to see AI being used to speed up the ad creation process, although designers, writers and marketers may worry that they have less to do. However, as it stands today, Meta’s AI will generate images and text based on existing assets—it won’t create things from scratch. The goal is to leverage and expand on what already exists, to see which can generate the best return on investment.
Hageman agreed that advertisers might not want to hand the wheel over completely to AI: “There are things that people want to be in close control of how they treat the first version of a particular campaign. And I think that’s Tools are often most helpful for taking some of the hard work out of creating many different specific variations of something once you’ve got the basic idea.”
What about licensing, copyrights and all the other issues that come with using AI-generated media? Meta says it’s in the process of “working through some details” regarding how it works with ads and hopes to share more in the future.
Both image and text generation capabilities, along with other general AI tools, will be available in Meta affords advertisers Advantage+ creative, the company’s AI tool repository for the campaign creation process.
Credit : venturebeat.com
