Meta Platforms has announced that it is adding tools to its generative AI ads suite that allow users to automatically create variations of images and add text on top of them. The tool, which the social media giant has hailed as a crucial safety feature, will launch in a test version without the watermarks that are currently applied to all images created by its user-facing Meta AI assistant.
The news is made at a time when Meta is investing billions of dollars in the development and maintenance of its generative AI models to persuade advertisers that automating the creative aspects of their campaigns will yield greater returns on investment.
Advertisers can upload images of their products and use Meta’s image generation tool to create variations of those images, such as reorienting the products or showcasing users in different environments. Additionally, it adds the ability to directly overlay text onto generated images and broadens the range of text-generation options for headlines and key selling points.
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In the upcoming months, the company will allow advertisers to enter text prompts that can be used to customize image variations. Advertisers running campaigns in regulated industries like politics will not be allowed to use the products, just like previous generative AI tools.
Advertisers have been more cautious about the new generative AI tools, but they have jumped at the chance to adopt AI ad tools that automate the placement of their campaigns in front of various user groups. Some brands are concerned that their logos or other intellectual property may end up in images created by others, and they have voiced their reservations about how tech companies will use any images they upload to enhance the models.
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