Meta, the parent company of Facebook and Instagram, has started rolling out new generative AI tools for its advertisers.
According to Reuters, the social media giant said on Wednesday that the new AI tools can create image backgrounds and text variations and seamlessly adjust image sizes for creative advertising content.
These tools were tested in May, and feedback from different and diverse advertisers was considered for improvement. Meta noted that the AI tools aim to boost advertisers' creativity and productivity, Search Engine Journal reported.
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This photograph taken on October 28, 2021 shows the META logo on a laptop screen in Moscow as Facebook chief Mark Zuckerberg announced the parent company's name is being changed to "Meta" to represent a future beyond just its troubled social network.
Meta Advertisers' Reactions
Meta tested the new tools with several advertisers earlier this year, and a survey shows that their reactions were overwhelmingly positive. Most advertisers said it could save "five or more hours of creative work weekly."
Some agreed the tools would "help drive campaign performance" by enabling faster development of more ad variations. However, the testers noted that the generated texts and image backgrounds still need customization to match the unique styles and voices of brands.
Facebook and Instagram advertisers can access the new tools in Meta's Ads Manager, and their full-scale rollout is set for next year. Meta's other AI products include its language model "Llama 2" and an AI chatbot called Meta AI that was trained on public posts made by Facebook and Instagram users, Wio News reported.
Meta also created celebrity AI-powered chatbots that will have profiles on Instagram and Facebook. Among the celebrities and influencers turned into chatbots were Snoop Dogg, Tom Brady, Kendall Jenner, and more.
TikTok vs. Meta
TikTok remains in the race for AI-driven social media platforms, as it recently announced a new AI-powered virtual assistant. TikTok Creative Assistant is designed to shorten the time spent on creative ideation processes that take up time and energy.
TikTok said this AI assistant could create new ideas for creators and different brands by learning and analyzing TikTok's vast database, thus creating "relevant responses" for advertisement and video creation.
TikTok said this tool harnesses the power of AI to better ideate and create TikTok creatives like never before. TikTok newcomers can surely benefit from it as it provides suggestions and plays the role of a collaborator in the creation journey.
Creators and brands can access Tiktok's new creative assistant through the Tiktok Creative Center. Recent statements from Tiktok creators are also overwhelmingly positive, with some describing the tool as "indispensable" and a "game changer."
Last month, TikTok published a statement encouraging users to transparently label these contents as AI-generated to avoid confusing and misleading viewers.
TikTok also said it is developing a new AI tool for automatically labeling AI-generated content. It targets to mark AI-edited or created materials. Testing for this feature has started.
TikTok has already collaborated with different industry experts for the development of this feature. Both using AI-powered tech, Meta and TikTok are now offering additional features in their platforms that will surely help their users.
