September 24, 2023

meta on Thursday announced Many new tools and services powered by artificial intelligence to help advertisers effectively create ads and improve campaign results.

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At an event in New York, Meta unveiled the AI ​​Sandbox, which it called a “testing playground” for advertisers to use as they try out new generative AI-powered advertising tools.

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It’s Meta’s latest effort to show investors and advertisers that a hefty investment in the red hot AI space is paying off as the company anticipates slow advertising growth and a costly transition to the metaverse. In Meta’s most recent earnings call, finance chief Susan Lee said the company’s capital spending for the year would be between $30 billion and $33 billion, an outlook that “will leverage AI capabilities to support ads, feeds and reels.” reflects our ongoing construction of the With increased investment in capacity for our Generative AI initiatives.”

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Meta said Thursday that it is working with a small group of advertisers on three AI sandbox tools so far: text variation, background generation and image outcropping.

Text variation generates multiple versions of an advertiser’s copy, giving him the option to choose which may work best for an audience. Background generation tools also rely on text, using inputs to create images that advertisers can use as the background for their content.

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In a finished demo, Meta showed how signs like “NYC Street Blur” and “Snowy Mountain Blur Abstract High Quality” would generate the corresponding background image behind the product.

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With image outcropping, advertisers are able to automatically optimize images to be the correct size on Meta’s platform. For example, if an advertiser wants to post on Instagram’s main feed as well as Stories and Reels, they only need to accommodate one image for all three.

John Hegeman, Meta’s vice president of monetization, said the new offering will ultimately help advertisers save time and achieve “better performance” with their ads.

“Here again, the objective is really to test and learn quickly and figure out which parts of these new capabilities are proving to be the most helpful for businesses to achieve their goals,” Hegeman said at the event. “

Meta said it will gradually expand access to the AI ​​sandbox to more advertisers from July.

The company also announced several AI-powered updates to Meta Advantage, its portfolio of automated tools and products that advertisers can use to enhance their campaigns. Meta has begun rolling out an automated performance comparison report, and will begin introducing features to improve audience reach and boost dynamic video ads in the coming months.

Hegeman said Meta is investing “billions of dollars” in AI every year, and the company is using larger and more complex models in its advertising systems. He added that the advanced models will help in delivering better results for businesses.

“Overall, the generative AI space is developing incredibly quickly right now and it’s a very exciting time,” he said. “Our unique opportunity is to integrate these features into our products over time.”

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