Meta puts generative AI functions in the hands of advertisers

Back in February, Meta announced that it had created a new department within the company dedicated to developments dealing with generative artificial intelligence. According to technology director Andrew Bosworth, the work taking place within the department will serve to build the metaverse in the future, and it clearly shows that the company has switched to a faster pace in the market of popular technology, in which Microsoft and Alphabet are already putting significant resources.

As a result, the social media giant has now confirmed the information circulating for a few weeks that it would strengthen the capabilities of its advertising tools and began testing AI-based developments that allow users to fine-tune their ads on Facebook by providing text prompts. The first feature allows brands to create different versions of an ad for different target groups and audiences, while maintaining the core message of the ad. Background generation enhancements make it easier to automatically create elements used in campaigns (also by providing text prompts), while image cropping creates visual elements in different aspect ratios for stories, short videos, and other formats.

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For now, a small group of select advertisers can start experimenting with the new features in a special test environment that Meta calls the “MI sandbox,” but executives declined to specify how many advertisers that would cover. The company plans to expand the pool of testers in July and integrate major features into general-purpose ad products later this year.

It’s Meta’s first step toward introducing products based on generative artificial intelligence, just after rival Google talked about how it will integrate the technology into search, email and other products at its annual conference. Meta is not the only company experimenting with generative advertising: Omneky used OpenAI DALLE-2 and GPT-3 to create campaigns, while IDG Movio uses generative artificial intelligence to create marketing videos.

Regarding the possibilities that generative AI can hide within the metaverse, the company vaguely stated earlier that it can also support the creation of various contents, for example the creation of 3D models, based only on textual descriptions. Meta is also considering which specific functions in Facebook and Instagram social services will be used to exploit the potential of the technology. Among the ideas mentioned so far were the chatbot built into WhatsApp and Messenger, as well as the special Instagram filters.


Source: HWSW Informatikai Hírmagazin by www.hwsw.hu.

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