In another move by big tech companies to redefine digital advertising with artificial intelligence (AI), Meta has announced several AI-powered tools to improve business performance and streamline ad operations.
From the AI Sandbox to the upgraded features in the Meta Advantage suite, these innovations promise to propel online advertising into a new era.
Meta’s latest offering offers an exciting glimpse into the future of marketing with generative AI.
Meta’s AI sandbox
The first part covered the advertising AI Sandbox, which is a testing ground for AI-driven advertising tools.
- Text syntax automatically creates multiple versions of advertiser copy, helping advertisers to test messages tailored to different audiences.
- Background creation allows advertisers to create background images for creative assets from text inputs.
- Image Outcropping adjusts creative assets to different aspect ratios across multiple platforms like Stories or Reels, saving advertisers time when retargeting creatives.
Meta feature suite
Then, Meta shared new features for its Meta Advantage suite.
Meta Advantage is a suite of automation tools designed to enhance advertising campaigns by leveraging artificial intelligence and machine learning. It simplifies ad personalization and improves results, which can save advertisers time and ad spending.
The platform, which brought together several automated products under one banner last year, has seen its adoption grow exponentially.
The latest update brings several new features to Meta Advantage:
- Businesses can convert existing manual campaigns into Advantage + Shopping campaigns with one click. This feature, which is available in Ads Manager, is expected to be rolled out across the platform within a month.
- Advertisers can enrich their catalog ads with video content, a departure from the previous limitation on still images. This feature is under testing and is expected to launch later this year.
- Benchmarking reports allow advertisers to measure and compare the performance of their Manual and Shopping + Advantage campaigns. This feature is already on.
- Enhanced audience targeting with Advantage + Audience allows advertisers to present audience preferences as a guide rather than strict restrictions, opening the door to a broader advertising audience. This tool is expected to be more widely available in the coming months.
Investing in AI infrastructure
Finally, Meta has highlighted its investment in AI infrastructure, with billions of dollars annually dedicated to building AI capabilities for advertisers.
The investment can help new AI-powered tools reach their full potential, benefiting businesses and users.
Artificial intelligence continues to transform digital advertising
With a commitment to leveraging AI to improve ad performance and user experience, Meta can keep companies ahead of the curve in the evolving world of digital advertising.
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