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Within the framework of the Cannes Lions International Festival of Creativity, Meta has introduced its new range of solutions for advertisers and agencies powered by generative AI, taking advantage of the prominent stage the event represents.
Meta states that all of these innovations will shape a new approach to advertising, driving business growth, enhancing creativity, and improving campaign performance. “We are convinced that this change will not only expand the role of marketing professionals and agencies but will also contribute significantly to global economic growth,” the company affirms in an official statement.
Meta continues to enrich its offering of creative solutions available within Advantage+, its suite of AI-powered tools to optimize campaigns. According to data shared by the technology company, this service has enabled sales campaigns to increase their return on advertising investment by an average of 22%.
The new tools integrated into Advantage+ are based on AI-driven generation of text, images, and video.
Cohesive branding is essential for a brand to communicate both its identity and message effectively. Meta recognizes this, and has therefore launched new text and image generation features within Advantage+ designed to allow advertisers and agencies to seamlessly leverage all their visual assets (logos, color palettes, fonts, website content, previous advertisements, etc.) to create effective campaigns that ensure consistency.
Warren Jolly, Chief Executive Officer of the digital marketing agency adQuadrant, shared his experience after using these tools: “Meta’s generative AI branding tools have significantly improved our creative output, ensuring brand consistency at scale.
They have allowed us to rapidly experiment with brand-aligned creative variations, empowering our team to consistently deliver impactful ads. These tools are essential for agencies seeking to push the boundaries of creative efficiency.”
Meta unveiled its AI-powered video advertising tools, Video Expansion and Image Animation, in October 2024. Now, it has expanded its offering with the “Video Generation” feature, currently in beta, which allows users to transform multiple images into a dynamic, multi-scene video that can include text overlays and music.
Chris Connors, Associate Growth Director at men’s fashion brand INTO THE AM, stated: “With Meta’s enhanced video generation tool, we were able to produce a wide range of captivating advertisements that bring our brand story to life. This ability to generate realistic, high-quality videos from images has enabled us to connect with our audience in innovative and exciting ways.”
In addition, Meta is also testing the “Video Highlights” feature, which identifies the most noteworthy moments of a video through AI and generates clips of these highlights along with scene thumbnails that capture the campaign’s value proposition.
Alongside the innovations integrated within Advantage+, Meta has developed new products that enable brands to create meaningful experiences and foster authentic connections across additional spaces.
The technology giant aims to ensure that every business has its own Business AI—a conversational assistant capable of providing support and offering product recommendations to customers. Currently, this technology is available in Messenger, WhatsApp, and across advertisements on Instagram and Facebook.
The next step for Meta is to incorporate Business AI into more ad formats, in Instagram Reels and Facebook, as well as in Instagram Stories. “We will expand our trials so that more eCommerce businesses have access to Business AI. These advertisements include AI-generated prompts and quick responses to customers’ frequently asked questions regarding products.”
Additionally, the company is also working to integrate voice capabilities into Business AI. At present, this capability is being piloted for a selected group of businesses on Facebook. “Customers who view an ad in the Feed will be able to press the ‘Tap to talk’ button to speak directly with Business AI within the app’s browser, using their voice to request further information about a company’s products or services, just as one would communicate with sales staff in a physical store or over the phone today.”
The technology giant is experimenting with a new CTA in the form of a personalized sticker. This feature, called “Creative Sticker CTA,” allows the creation of stickers that incorporate the product, slogans, and graphical calls to action in an appealing format for consumers.
“Creative Sticker CTA” is currently being tested in Facebook Stories and Reels for select advertisers and is expected to reach Instagram Stories by the end of this year.
Finally, Meta has announced that it is expanding the testing of its “Virtual Try-On”—the virtual fitting room feature powered by generative AI that enables users to see how a selected garment looks on virtual models of various sizes and body shapes.
Photo: Meta
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