Meta has launched a suite of new tools and services powered by AI, aimed at helping advertisers create better ads and achieve better campaign results.
At an event in New York, the company introduced the AI Sandbox, a “testing playground” that enables advertisers to try out new generative AI-powered advertising tools.
The platform will enable brands to experiment with different ad formats, including text variation, background generation and image outcropping.
Meta said it is working with a small group of advertisers on three AI sandbox tools. Text variation creates several versions of a brand’s copy, allowing advertisers to choose the best options for specific audiences.
The background generation tool uses text inputs to generate images that can be used as backgrounds for ad content, while image outcropping allows brands to automatically resize images to the correct size on Meta’s platforms. Adaptable.
According to Meta’s VP of Monetization John Hageman, the new AI sandbox tools will ultimately help advertisers save time and improve the performance of their ads. “Again, the goal here is to test and learn really quickly and figure out which parts of these new capabilities are going to be the most helpful for businesses to achieve their goals,” he said.
Meta has also updated Meta Advantage, its range of automated advertising tools, with several AI-powered features. The company has introduced an automated performance comparison report and plans to roll out features that improve audience reach and boost dynamic video ads in the coming months.
The introduction of the AI sandbox and updates to MetaAdvantage are part of Meta’s efforts to show investors and advertisers that its investment in AI is paying off. Hageman said the company is investing “tens of billions of dollars” in AI each year, and is using large and complex models in its advertising systems.
The introduction of new AI-powered tools and services comes at a critical time for Meta as it faces sluggish advertising and costly investments in Metaverse.
In Meta’s most recent earnings call, CFO Susan Lee said the company’s capital spending for the year will be between $30 billion and $33 billion. Hagman said the company is working to integrate AI into its products to achieve better results for businesses.
“Overall, the creative AI space is growing incredibly fast right now and it’s a very exciting time,” he said.
