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Regardless of the many legal and ethical questions raised by AI, Meta is clearly committed to using it in the future to fuel its expansion.
Meta’s VP and head of monetisation, John Hegeman, recently spoke to reporters on the significance of finding the correct equilibrium using generative AI. He stressed how important it is for brands to have say over their ads and make sure they follow their own rules.
The new image generator introduced by Meta allows advertisers to generate image variations based on assets they already own, ensuring greater accuracy and relevance in ad creation.
Alvin Bowles, vice president of Meta’s global business group, explained the rationale behind this approach, stating, “Most marketers and advertisers prefer utilising the assets that they’ve provided.”
While Meta’s image generator currently relies on submitted assets, Hegeman revealed plans to enable functionality based on text prompts in the future. Additionally, Meta is expanding its AI-powered text generation capabilities to include ad headlines, addressing feedback from advertisers who seek more diverse and brand-aligned suggestions.
These AI enhancements are expected to be available globally by the end of the year, aiming to streamline creative production and empower advertisers to focus on strategic activities. Meta’s continued investment in AI reflects its commitment to driving ad revenue growth while maintaining advertiser satisfaction.
However, Meta acknowledges the need to tread carefully with generative AI, particularly in sensitive verticals like politics and social issues. Hegeman reassured that Meta will not prioritise AI-generated ads over those created by humans, emphasising the importance of performance-driven outcomes in ad auctions.
As generative AI evolves and demands increased computing power, Meta remains committed to democratising access to these tools for businesses of all sizes.
Bowles affirmed, “This is really meant to democratise storytelling from an advertising lens.”
Meta’s latest AI innovations represent a step forward in addressing marketers’ concerns while paving the way for more efficient and impactful advertising campaigns in the digital realm.
Adrianne Saplagio is a Content Producer at Comms Room, where she combines her passion for storytelling with her expertise in multimedia content creation. With a keen eye for detail and a knack for engaging audiences, Adrianne has been instrumental in crafting compelling narratives that resonate across various digital platforms.
