Meta, the parent company of Facebook, recently shared more details on how they are utilizing machine learning and AI to improve the performance of ads for businesses. In a blog post, the company revealed new tools and features, including a first look at their AI Sandbox, updates to their Meta Advantage suite of ad automation tools, and more information on their AI infrastructure and modeling investments.
Introducing the AI Sandbox
Meta’s AI Sandbox is a testing playground for early versions of new tools and features, including generative AI-powered ad tools. The goal is to learn what works for advertisers and make these features easy to use in their ads tools.
The company is currently building tools like text variation, background generation, and image outcropping to make an ad’s text more engaging or improve parts of its creative. Meta is working with a small group of advertisers to quickly gather feedback and plans to expand access to more advertisers gradually with plans to add some of these features into their products later this year.
Improving Meta Advantage to Make Campaigns Smarter, Faster
Meta Advantage is a portfolio of automation products that use AI and machine learning to help optimize campaign results, personalize ads, and ultimately help advertisers save time and money. The company has consolidated its automated products under this new portfolio to help businesses more easily identify and benefit from them.
Meta is introducing new Meta Advantage features that will allow advertisers to take advantage of AI quicker, give them more flexibility in the creative they use, and help them measure what’s working. These include:
- Switching manual campaigns to Advantage+ shopping in one click: Businesses will be able to transform their current campaigns into Advantage+ shopping campaigns, allowing them to take advantage of AI quickly and easily. This will be available in Ads Manager when advertisers click on “duplicate” within an ad campaign.
- Using video creative in catalog ads: Catalog ads allow an advertiser to import a catalog of products and run ads to promote those products. Advertisers will be able to use video in their manual sales campaigns or in Advantage+ shopping campaigns – with or without Shops as a destination.
- Rolling out Performance Comparisons: This new automatic report allows advertisers to compare existing manual sales campaigns to Advantage+ shopping campaigns to better understand the positive performance impact of automation.
- Improving performance with Advantage+ audience: This is a new Meta Advantage product that will provide advertisers with an updated way to reach people and drive conversions.
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AI Infrastructure and Modeling Investments
Meta invests tens of billions of dollars annually in their infrastructure, with an increasing portion of that dedicated to building out their AI capacity for ads. These investments ensure that the AI-powered tools advertisers use reach their full potential at scale – like generative AI, which often requires more computing capability to work effectively.
As part of their ongoing work to advance their AI modeling, Meta is now using larger, more complex models in their ads system to further improve performance and measurement when they don’t have access to the same granular level of data. These enhancements share learnings across their ads system and ultimately achieve better results for businesses and create better experiences for people.
Final Thoughts
With millions of businesses advertising on their platform, Meta is being deliberate in how they develop and roll out these tools, helping to ensure they are built responsibly and provide value to their customers. As AI continues to evolve and improve, it’s exciting to see how it can be used to help businesses reach their target audience and achieve their marketing goals.
