Advertising in the Meta ecosystem (which includes Facebook, Instagram and other platforms) is undergoing an intense transformation thanks to the introduction of generative artificial intelligence (Gen AI). AI-based tools enable advertisers to create more creative and personalized campaigns, significantly improving their effectiveness. Learn about the latest features and technologies offered by Meta.
Meta has introduced AI tools that automate the process of creating advertising content. Thanks to generative algorithms, users can:
For example, the “Image Generation for Ads” function enables the creation of product visualizations in different contexts, which allows better tailoring of content to specific audiences.
Meta is expanding its capabilities in dynamic ad personalization, using advanced Gen AI solutions. This allows the systems to match content to user preferences in real time, providing a more personalized experience. At the same time, ads are optimized for audience behaviors and demographics to more effectively reach targeted groups. The introduction of AI-Powered Dynamic Ads enables the automatic generation of various combinations of content, such as graphics, headlines or calls to action (CTAs). This approach significantly increases the chances of conversion by delivering content precisely tailored to users’ needs.
Meta has introduced a Text-to-Ad feature that has streamlined the ad creation process. With this tool, users can generate complete ad creatives based on a simple description or idea. Just type in, for example: “ad for young people promoting organic products” to receive a ready-made set of proposals in a few moments, including graphics, headlines and content tailored to the campaign’s objectives.
A new generation of chatbots on Messenger and WhatsApp introduces the ability to directly engage customers in real time. With the support of Gen AI technology, chatbots are able to answer customers’ questions in a natural and contextual manner, significantly improving the quality of communication. In addition, they can actively support the sales process by offering personalized product recommendations tailored to users’ needs and preferences.
Meta integrates generative AI in the video area as well. The AI Video Ads Creator feature enables the rapid creation of professional video spots tailored for various platforms (e.g., Instagram Reels, Stories). AI algorithms can automatically add visual effects, adjust the length of content and create dynamic versions of content.
New features introduced by Meta’s Gen AI tools for advertisers also aim to streamline marketing processes and increase the efficiency of advertising efforts.
Users can more easily transform their campaigns into automated versions, speeding up the implementation of artificial intelligence in marketing strategies. The new tools also allow the use of dynamic video content in catalog ads, which significantly enriches the way products are presented.
Functions such as changing backgrounds or applying visual styles in Restyle enable the creation of unique promotional materials. Generative AI tools, such as the post caption generator, also aim to increase the productivity of creative advertising teams.
Advantage+’s automated performance reports and audience-based systems support more precise targeting and evaluation of campaign effectiveness. Thanks to artificial intelligence, ads can be presented not only to a selected target audience, but also to potentially interested audiences outside it, increasing conversions.
All of the above-mentioned novelties are already available on a limited basis and are expected to be gradually rolled out on a larger scale.
Despite its many benefits, Meta’s new features are not without their drawbacks. Early tests have shown problems with the quality of generated content, especially when editing images. For example, tools for changing backgrounds or generating visuals can sometimes lead to distortions in the appearance of products or misalignment of graphic elements. Such imperfections can negatively affect customers’ perception of materials and reduce their effectiveness.
In addition, generative artificial intelligence, while flexible, often requires additional work to ensure the consistency and reliability of visual and textual content.Such problems highlight that the technologies introduced are still in development and require further improvements to fully meet the needs of both large brands and smaller advertisers.
