Meta, the tech giant formerly known as Facebook, is supercharging its AI toolkit for advertisers.
Now, instead of just tweaking the backdrop of a product image, advertisers can request complete image variations. This means AI can now whip up fresh ideas for the entire photo, even modifying the product being advertised.
Imagine a coffee cup ad. Initially, it's sitting outdoors next to coffee beans. With Meta's AI magic, the same cup can be seen from a different angle, surrounded by lush greenery, creating an image straight out of a coffee farm. Sounds nifty, right?
But here's the catch. If the coffee cup itself was the product on sale, then the AI-generated variations could depict versions of the product that don't exist in reality. Meta acknowledges this potential misuse, stating that advertisers could manipulate the generated output to show their product in different colours, angles, and scenarios.
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However, Meta assures us that it has robust guardrails in place to prevent the generation of inappropriate or low-quality ad content. This includes pre and post filters to weed out unsupported images or content that doesn't meet its quality standards.
The tech giant has already started rolling out this feature. In the coming months, advertisers will be able to provide text prompts to customise the image variations. They can also add text overlays on their AI-generated images, choosing from a dozen popular font styles.
The image expansion feature, introduced in October 2023, will now be extended to Reels, in addition to the Feed, across both Facebook and Instagram. This feature allows advertisers to adjust their image assets to fit different aspect ratios, saving them time in repurposing creative assets for different platforms.
In addition to images, Meta's AI can also generate alternate versions of ad headlines, and the company is testing the ability for this text to mimic the brand's voice and tone.
While these AI advancements are exciting, they also serve as a reminder of the ethical considerations that come with AI's growing capabilities. As Meta's AI tools become more sophisticated, it's crucial for advertisers to use them responsibly. After all, with great power comes great responsibility!
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