Facebook-Parent Meta To Expand Generative AI Offerings For Advertisers. Here's What It Will do

Meta's head of monetisation, John Hegeman, revealed that it is set to introduce a test version of the tool without the watermarks typically applied to images generated by its Meta AI assistant.

Mark Zuckerberg Meta Platforms, the parent company of Facebook and Instagram, unveiled plans on Tuesday to expand its suite of generative AI ad products. As reported by Reuters, the new tools will empower advertisers to effortlessly create diverse versions of images and add text overlays, marking a significant advancement in digital marketing strategies.

During a press conference, Meta's head of monetisation, John Hegeman, revealed that the company is set to introduce a test version of the tool without the watermarks typically applied to images generated by its Meta AI assistant. This decision deviates from the company's usual practice, which emphasises user safety through watermarking.

Still Finalising Guidelines

Regarding the labelling of ads created using the new tools, Hegeman mentioned that Meta is still finalising guidelines and intends to share them globally by the anticipated full-scale launch, expected towards the end of the year.

Meta's announcement aligns with its substantial investment in generative AI models, aimed at revolutionising advertising practices. By automating creative processes, Meta aims to persuade advertisers of the efficiency and effectiveness of AI-driven campaigns, promising increased returns on investment.

A Leaf Out Google's Book

This move mirrors a similar initiative by digital advertising giant Google, which introduced an expansion of its AI ad tools earlier this year. Google's approach involves labelling ads using the SynthID watermarking technology developed by its AI research lab, DeepMind.

With Meta's image generation tool, advertisers will gain the ability to upload product images and generate variations effortlessly. These variations may include adjustments in product orientation or depicting products in different contexts, catering to diverse advertising needs. Additionally, Meta is enhancing its text-generation capabilities, enabling advertisers to overlay text directly onto generated images.

Advertisers To Get Deeper Customisations

In the near future, Meta plans to introduce an option for advertisers to input text prompts, allowing for further customisation of image variations. However, like previous generative AI tools, certain restrictions will apply, prohibiting advertisers in regulated industries, such as politics, from utilising the products.

While advertisers have embraced AI ad tools for targeted placement, there remains some caution regarding newer generative AI tools. Concerns have been raised by brands regarding the potential use of uploaded images by tech companies to enhance their models, raising intellectual property issues.