Meta, the social media giant formerly known as Facebook, has unveiled a suite of new artificial intelligence (AI)-powered tools and services to help advertisers create ads more efficiently and improve campaign results. The company introduced these new offerings at an event held in New York.
One of the new tools is called AI Sandbox, which Meta described as a “testing playground” for advertisers to experiment with new generative AI-driven ad tools. The AI Sandbox features three tools so far: text variation, background generation, and image outcropping. Meta has worked with a small group of advertisers to develop these tools.
The text variation tool produces multiple versions of an advertiser’s copy, enabling them to choose which ones are best suited for different audiences. The background generation tool uses text to generate images that advertisers can use as the background of their content. The image outcropping tool automatically adjusts images to the correct size across Meta’s platforms.
Meta has also begun to roll out a series of AI-powered enhancements to Meta Advantage, its portfolio of automated tools and products designed to help advertisers improve their campaigns. The company has launched an automated performance comparisons report, with additional features that will enhance audience reach and promote dynamic video ads set to launch in the coming months.
John Hegeman, VP of monetization at Meta, said that these new offerings are designed to help advertisers save time and achieve better performance with their ads. The goal of these new capabilities is to test and learn quickly and determine which components are most useful for businesses to achieve their goals.
Meta’s commitment to AI is reflected in its capital expenditures for the year, which are expected to be between $30 billion and $33 billion, according to finance chief Susan Li. This investment will support Meta’s ongoing build-out of AI capacity to support ads, Feed, and Reels, as well as increased investment in capacity for its generative AI initiatives.
Hegeman said that Meta has been investing “tens of billions of dollars” in AI each year, using larger and more complex models in its ad systems. These advanced models are designed to help businesses achieve better results. Meta plans to gradually expand access to AI Sandbox to more advertisers starting in July.
Meta’s introduction of AI Sandbox and enhancements to the Meta Advantage portfolio demonstrate the company’s commitment to developing a range of tools to help advertisers create more efficient and successful ad campaigns. As Meta continues to invest in AI, it is expected that the company will develop additional capabilities to assist advertisers in achieving their goals.