Meta empowers marketers with AI-powered ad creation and performance prediction tools
In this era of advanced technology, major tech companies are incorporating AI to improve their performance. Meta platforms are now providing marketers with AI tools to create more effective advertisements.
On Thursday, the company launched the "AI Sandbox" for advertisers to experiment with preliminary versions of features that utilise AI technology.
The tools will first produce various ad texts for different target groups, create alternate background images based on the given words, and automatically adjust ad images to accommodate platform changes, according to the company's blog post.
Starting in July, Meta plans to gradually expand access to the AI tools by working with a small group of advertisers to test them.
Meta, the parent company of Facebook and Instagram, has launched a new AI-based model named "Meta Lattice" that allows businesses to predict the performance of ads using a larger data set. According to the company, in early tests on Instagram, the technology has increased performance for advertisers.
Meta has been facing pressure to revive growth in its primary digital advertising business. The company announced last month that its revenue had increased, following three consecutive quarters of decline - its first-ever sales decrease.
The Q1 report indicates a potential end to a challenging period during which an uncertain economic climate led to a decrease in marketer spending and Apple's iOS privacy changes reduced the effectiveness of ads on smartphones.
Meanwhile, the broader tech industry has been striving to meet the increasing demand for AI-based technology from clients, investors, and analysts. Specifically, growth-focused digital advertisers have been eager for tools that can aid in the efficient creation of ads and boost their performance.