News about generative AI has been on everyone’s tongues lately, and as this technology is evolving fast, Meta’s trying to get in on the action, with its own set of AI tools now becoming a bigger focus for the company, as interest in the Metaverse continues to wane. It’s somewhat of a double-whammy, given how it hasn’t even taken off that much yet. The Metaverse, as Zuck and Co. envision, simply isn’t available in any functional form right now. It does seem that the company is now lessening the discussion of its VR world, at least in public, looking instead to its other more relevant projects.
Incoming!
Today, Meta has revealed that it’s looking to release new generative AI ad creation options in the second half of this year, which will provide additional ways for advertisers to customize their promotions for different audiences across its apps. Meta’s Chief Technology Officer Andrew Bosworth revealed the plans with Nikkei Asia through an interview, in which he discussed the company’s ongoing work with AI tools, and how it’s now looking to bring them into different elements.
“I expect we’ll start seeing some [generative AI ads] this year. We just created a new team, the generative AI team, a couple of months ago; they are very busy.”
So, not much of a huge revelation here. Back in February, Meta previewed some of the latest updates coming to its automated Advantage+ ads suite, which include Advantage+ creative standard enhancements, an AI-based process that will automatically apply ad enhancements – like adjusting brightness, aspect ratios, and text placement, to improve the performance of each campaign.
Meta also recently filed a patent for a video analysis system that would be able to predict the virality of video clips to advise you on your creative elements. So Meta has been developing AI tools for ads for some time, but the next iteration of the process will likely see Meta providing full creative capacity through generative AI, which would enable users to simply input a few images and copy notes, press a button, and have Meta’s system create the entire campaign, and that includes your target audience.
True enough, Bosworth explained that advertisers will soon be able to ask Meta’s ad system to create images for campaigns, aligned with different audiences, putting more reliance on Meta’s systems to do the heavy lifting. Granted, it does appear that it comes with a certain level of risk, but if the systems can analyze what generates the most response among specific audiences, then build campaign elements aligned with that. It could be an increasingly effective consideration with Meta’s Advantage+ suite.
Meta’s automated campaigns are already driving good responses. Meta says that advertisers that use Advantage+ shopping campaigns are seeing a 32% increase in return on ad spend, while other automated elements have generated similar, double-digit performance gains.
The Wrap
Generative AI might be the future of advertising, providing simplified means to create more relevant ads, leading to a more positive user and advertiser experience. While it has recently become more of a focus for Meta, it’s also looking at how it can use the same within its VR world. Bosworth also notes that, in the future, people looking to create in the Metaverse may be able to simply do so by using AI prompts.
Again, the Metaverse isn’t a functional thing just yet, Meta continues to spend a significant amount of resources to make it a reality. One day, it might facilitate VR world creation, through nothing more than mere text or voice inputs. The possibilities on this front are significant. While the Metaverse concept hasn’t caught on yet, developments like this underline why we shouldn’t necessarily count Zuck and Co. and their ideas out of the picture.
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