In a pioneering move, Meta has unveiled its inaugural generative AI-powered features for ad creatives, specifically tailored for the Middle East and North Africa (MENA) region. This innovative development is set to revolutionize the advertising landscape, offering advertisers in the MENA region, including the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA), a cutting-edge toolset that promises heightened productivity, enhanced personalization, and unparalleled performance. The global rollout of these features is expected to be completed by next year.
The new AI-powered features include Background Generation, Image Expansion, and Text Variation, further enriching Meta’s suite of tools and experiences designed for businesses. Here’s a breakdown of what these features bring to the table:
Background Generation: This feature enables the creation of multiple backgrounds to complement product images, allowing advertisers to tailor their creative assets to suit diverse target audiences.
Image Expansion: Seamlessly adjusting creative assets to fit various aspect ratios across different surfaces, such as Feed or Reels, empowers advertisers to save time and resources otherwise spent on adapting creative assets.
Text Variation: By generating multiple versions of ad texts based on the advertiser’s original copy, this feature highlights the key selling points of products and services, offering advertisers multiple text options to better connect with their audience.
Insights from Advertisers
Meta initiated the AI Sandbox earlier this year, conducting tests of these generative AI features with a diverse group of advertisers. These advertisers provided invaluable feedback, aiding in the responsible development of these products. Here’s what these early testers had to say about Meta’s generative AI for ads:
Generative AI can streamline processes and enhance productivity: According to a survey of advertisers involved in early testing, most expect generative AI to save them significant time and resources, with many estimating it will save them more than five hours per week. This time-saving potential could lead to quicker creative development, reduced editing tasks, and a more strategic focus on advertising campaigns.
Generative AI combats creative fatigue but allows for customization: Creativity greatly influences ad performance, and generative AI expedites the introduction of new ad creatives. Nevertheless, there’s room for further customization to align with each brand’s unique voice and visual style. Meta is actively exploring ways to collaborate with brands and agencies to fine-tune models to individual brand perspectives.
Meta’s generative AI investments are geared towards assisting marketers in launching and testing ad creatives faster while enabling them to effectively reach their target audiences. Today’s AI-powered ad features are just the beginning, with Meta planning to offer advertisers more capabilities for generating ad copy that accentuates product selling points or generates background images with customized themes. Additionally, Meta is actively testing the use of AI for business messaging on Messenger and WhatsApp to facilitate commerce, engagement, and support for businesses.
With millions of businesses advertising on Meta’s platform, the company is committed to a collaborative approach in the development of features and experiences that deliver value to both businesses and users.
