Meta’s first generative AI-powered tools for advertisers are here

Background Generation, Image Expansion and Text Variation are now available in alpha on Meta Ads Manager.

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Meta Ads Manager has started rolling out its first generative AI-powered features for advertisers.

The new tools, which have been designed to maximize productivity, personalization and performance, include:

  • Background Generation
  • Image Expansion
  • Text Variation

Global roll out is expected to be completed by next year.

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Background generation. This new feature creates multiple backgrounds to complement the advertiser’s product images, allowing advertisers to tailor their creative assets for different audiences.

Image expansion. This tool can be used to adjust creative assets to fit different aspect ratios across multiple surfaces, like Feed or Reels, allowing advertisers to spend less time and resources on repurposing creative assets.

Text variation. Advertise can utilize this new feature to generate multiple versions of ad texts based on their original copy, and to highlight the selling points of their products/services. The tool provides multiple text options to help advertisers better reach their specific target audience.

Why we care. The ability to instantaneously create multiple asset variations will reduce time spent going back and forth between creative and media teams on editing tasks, allowing for more investment on strategic work like audience analysis.

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What has Meta said? A spokesperson for Meta said in a statement:

  • “Today’s generative-AI powered ad features are just a start. We plan to offer advertisers more ways to generate ad copy to highlight product selling points or generate background images in minutes with tailored themes, like outdoor images for an athleisure brand.”
  • “As we shared at Connect, businesses will soon be able to use AI for business messaging on Messenger and WhastApp to engage with customers – helping with commerce, engagement and support, unlocking instant conversational responses. We’re testing with a small number of businesses in Alpha and plan to scale it further next year.”
  • “With millions of businesses advertising on our platform, we will continue to take a collaborative approach in developing these features and experiences so that they provide value to businesses and people.”

Deep dive. Read Meta’s announcement in full for more information.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About the author

Nicola Agius
Nicola Agius was Paid Media Editor of Search Engine Land from 2023-2024. She covered paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company's editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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