Meta launches enhanced gen-AI features for advertisers

Delhi: Meta has introduced a series of new generative AI tools to help advertisers automate and scale the “diversification of their creative,” which company executives said is key to seeing success from advertising campaigns on its platforms, including Instagram and Facebook. The company also announced that it will be expanding its Meta Verified subscription plan for businesses in a number of countries with a new tiered pricing model.

Last year Meta jumped on the AI bandwagon with a series of tools to help advertisers more quickly and easily generate and target their marketing content. New enhancements to those tools announced include:

1) Meta generative AI image generation

- Full image generation, which will allow advertisers to create full image variations inspired by their original ad creative. This builds on the previous background generation and resizing tools launched last year. While not yet available, in the coming months advertisers also will be able to tailor image generations with text prompts; more customizable text overlays, which will allow advertisers more variability in the colors and fonts for text they place over their creative; and text generation capabilities for ad headlines, in addition to the previously available text generation tool for primary ad copy.

- Meta also is testing the ability to offer more options in the generated text that are based on a brand’s previous campaigns and inputs, in order to better reflect the brand’s values and voice.   

- Meta already has begun rolling out these tools and is targeting full global availability by the end of the year. 

2) Advantage+ ad banner

Meta’s Gen AI tools are now housed under the Advantage+ ad tools banner to make them easier to find and measure. They remain free for advertisers to use in building their campaigns, and political advertisers and those promoting a social cause will not have access to these generative AI tools.

3) ‘Meta Verified’ Benefits

The Meta Verified subscription offering is expanding to a host of new countries after debuting for businesses in Australia, New Zealand and Canada last fall. Brands in Argentina, Mexico, Chile, Peru, France and Italy can now test Meta Verified in Instagram and Facebook, and tests of the offering in WhatsApp will roll out soon as well.

Meta Verified offers brands the opportunity to enhance consumer trust with things like a “verified” badge on their profile, as well impersonation protection, high-touch account support and enhanced discoverability through benefits like priority ranking in search results.

The meta verified subscription plan would range from $14.99 per month for a Standard plan to $349.99 per month for the enterprise-level Max plan.