Meta to enter Generative AI landscape with AI-powered Ad creation tool testing

Meta platforms announced that it would test artificial intelligence-powered ad tools capable of producing various forms of content, including image backgrounds and different variations of written text, thereby joining the generative AI product race.

During a press event in New York, Meta executives disclosed that they would invite a limited number of advertisers to participate in the testing of these tools in an “AI Sandbox” or testing playground.

“The AI Sandbox will act as our testing playground for early versions of new tools and features, including generative AI-powered ad tools. Our goal is to learn what works for advertisers and make these features easy to use in our ad tools. To start, we are building tools like text variation, background generation, and image outcropping to do things like make an ad’s text more engaging or improve parts of its creative,” Meta wrote in a blog.

Meta Generative AI testing begins with select advertisers

Although the executives did not reveal the exact number of advertisers that would have access to the space initially, they stated that the group would be small.

They said that Meta intended to provide access to additional advertisers in July and include some of the characteristics into general-purpose ad products by the end of the year.

“Currently, we’re working with a small group of advertisers in order to quickly gather feedback that we can use to make these products even better. In July, we will begin gradually expanding access to more advertisers with plans to add some of these features into our products later this year,” it said in a blog post.

With this announcement, Meta, the owner of Facebook and Instagram, enters the realm of launching products that utilize generative AI technology. This technology leverages extensive repositories of past data to create fresh content such as prose, art, and software code.

The technology has attracted significant attention and investment ever since OpenAI, a startup supported by Microsoft, introduced the chatbot ChatGPT in autumn.

Meta made its announcement just one day after its primary competitor in the digital advertising sphere, Google, an Alphabet subsidiary, declared its plans to incorporate integrations of this technology into its search, email, and photo products.

Last month, Meta’s CTO Andrew Bosworth revealed the company’s intentions to employ generative AI technology for advertising purposes, which makes this announcement by Meta unsurprising.

“[I] expect we’ll start seeing some of them (commercialization of the tech) this year. We just created a new team, the generative AI team, a couple of months ago; they are very busy. It’s probably the area that I’m spending the most time [in], as well as Mark Zuckerberg and Chris Cox,” Bosworth told Nikkei Asia.


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