Meta’s Advantage+ Unveils Generative AI Tools for Advertisers and Agencies

At the Cannes Lions International Festival of Creativity, Meta unveiled new generative AI features for advertisers and agencies, expanding its Advantage+ tools aimed at enhancing campaign performance. Notable updates include scalable consistent branding, allowing for customized creative elements like logos and colors. New video generation capabilities will enable advertisers to convert images into dynamic videos with animations and music, currently in testing. Another feature, video highlights, uses AI to extract key phrases and scenes to better express a product’s value. Businesses can also utilize AI-generated prompts and FAQs for ads, with new placements on Instagram Stories and Facebook Reels. The test audience for features like Virtual Try-On is being expanded, allowing users to visualize clothing on diverse virtual models. Additionally, Creative Sticker call-to-action buttons are set to debut on Facebook Reels and Stories. Meta anticipates these enhancements will significantly improve ad performance, building on existing gains of a 22% return on ad spend.

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