The Generative Artificial Intelligence (AI) revolution has caused drastic transformations in nearly every industry in 2023. – From integrating MidJourney API and simplifying design processes to using ChatGPT AI to personalize customer communication, every business is looking for ways to leverage AI acceleration.

Advertisers are no exception. Meta’s new generative AI features for ads will make that job easier, allowing them to save time and boost productivity.

What are the generative AI Features for Ads by Meta?

GenAI features for ads include three sets of capabilities: background generation, image expansion, and text variations. Those are a part of Meta’s AI-powered experiences and tools that will help businesses advertise better on their platform.

Meta announced in early October 2023 that the first features will be available to ad creatives in Meta’s Ads Manager, with the global rollout being complete by 2024. Here’s what advertisers can expect from this GenAI triad:

Background Generation: Increased visual appeal and customization

The Background Generation feature could be a game-changer, offering advertisers a dynamic tool to craft diverse versions of their product images for Advantage+ catalog ads. This capability allows advertisers to create multiple backgrounds that complement their product images, tailoring them to distinct audience segments.

Advertisers can choose the Background Generation feature when creating Advantage+ catalog ads with sales objectives and carousel formats. A preview sample of eligible product images with up to four generated backgrounds helps advertisers gauge the impact of this feature.

The backgrounds, though simple in nature, with colors and patterns, are automatically generated based on the original product images, eliminating the need for manual uploads or preferences. However, not all images may qualify for Background Generation, as eligibility criteria ensure creative quality and performance maintenance.

The ad delivery system determines the most suitable background variation, driving optimal performance and contributing to a smooth and visually appealing advertising experience.

Image Expansion: Streamlining creative asset adaptation

Efficiency takes center stage with Image Expansion, a feature that adapts creative elements to different aspect ratios across various surfaces like Feed or Reels. Advertisers can dedicate less time and resources to repurposing creative assets, as Meta’s genAI alters visuals to fit the requirements of diverse advertising formats.

This feature holds significant potential for advertisers seeking a streamlined approach to content creation, allowing them to focus on strategy and messaging rather than the technicalities of digital elements on different platforms.

Text Variations: Amplifying messaging options

AI-powered Text Variations introduce a versatile dimension to ad copy creation. By generating multiple versions of ad texts based on the advertiser’s original copy, this feature enables marketers to highlight different selling points of their products or services.

As a result, advertisers gain access to many text options, enhancing their ability to connect with diverse audiences and maximize campaign performance.

Benefits of generative AI features for ads

Although these AI-powered advertising capabilities are still in the testing phase, the first results have shown various advantages for advertisers and businesses.


According to advertisers’ initial feedback, genAI features for ads show significant potential to save time and resources, which may help cut five hours a week. Since advertisers can create a dozen variations of visual content with one click, they will spend less time between the creative and editing processes.

That will eliminate many redundant manual tasks, leaving more space for marketing strategy. For example, media teams might have additional time to make more relevant ads that convey effective messages and align with the audience’s needs and objectives.

Speed and customization

Creative work requires time, imagination, and commitment, often leading to fatigue and burnout. Yet, the ad performance depends, to a large extent, on whether media assets are unique and aligned with tight deadlines.

Moreover, advertisers must test those creatives and find the best performing at scale. Generative AI features allow them to develop and implement new ad creative more swiftly without sacrificing quality.

7 tips on how to implement Meta’s generative AI strategically

Here’s a short guide on how to maximize Meta GenAI tools:

Segmented A/B testing:

  • Use A/B testing to compare ad performance with and without generative AI across segmented audience groups.
  • Continuously refine based on real-time performance data, identifying the most effective combinations.

Data-driven decision-making:

  • Leverage insights from Text Variations and Background Generation to inform broader marketing strategies.
  • Analyze data on generated backgrounds, visuals, and ad texts, refining strategies based on audience preferences.

Integrated creative optimization:

  • Combine all generative AI features for a holistic creative optimization strategy.
  • Experiment with different combinations to discover synergies that enhance overall campaign performance.

Strategic Integration with Advantage+:

  • Explore Advantage+ campaigns alongside generative AI, smoothly switching from manual to unlock additional capabilities.
  • Anticipate forthcoming video elements for Advantage+ catalog ads for a more immersive ad experience.

Continuous monitoring and optimization:

  • Regularly monitor generative AI-enhanced ads to adjust strategies based on engagement, conversion rates, and click-through rates.

Creative collaboration and feedback loop:

  • Foster collaboration between creative teams and AI specialists for harmonious integration.
  • Establish a feedback loop to refine and enhance generative AI models over time.

Compliance and caution:

  • Keep up with Meta’s guidelines on restricted use in specific ad categories.
  • Exercise caution with sensitive topics, closely monitoring output to avoid unintended content issues.

Craving more insights into new generative AI capabilities for managing your Meta Ads? Rely on our team to help you navigate and implement these transformations while getting the maximum value from your digital marketing.

Published On: March 26th, 2024 / Categories: Meta Ads /

About the Author: Devin Bohbrink

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