On October 9, 2024, Meta announced the global rollout of its first generative AI-enabled features for advertisers through its Ads Manager, aiming for completion by next year. These innovative tools include Background Generation for custom backdrops, Image Expansion for resizing content, and Text Variations for tailoring messages to diverse audiences.
Meta's CEO, Mark Zuckerberg, faces potential deposition in an ongoing AI copyright case, adding a layer of complexity to the company's advancements. The features were initially tested in a limited AI Sandbox, receiving positive feedback from participating ad professionals.
According to Meta, generative AI allows for quicker ad creative development, although further refinement is necessary to ensure outputs align with each brand's unique voice and style. The company is also set to introduce additional AI-powered ad tools, including tailored themes for various brand types and AI-driven messaging capabilities on Messenger and WhatsApp.
In a related development, Meta recently released its Movie Gen models, capable of generating and modifying videos and audio via text prompts, although this feature remains limited in public availability.