Meta has launched generative AI solutions for advertisers and agencies to improve ad campaign performances and drive business growth at the Cannes Lions International Festival of Creativity.
The solutions aim to unlock new avenues for creative expression and drive innovation across the marketing landscape.
Creative AI from Meta: Branding and Personalisation tools
Leading the new Advantage+ solutions is Branding and Personalisation tools which allow advertisers and agencies can unlock the power of cohesive branding and personalised creatives with new text and image generation brand capabilities.
The updates are set to allow advertisers and agencies incorporate brand logos, colors, fonts, tones, visual styles and advanced personalisation features including text personas and translations into a unified creative voice.
By tapping into existing brand assets – from website content to previous ads to product information from integrated platforms like Shopify – it ensures consistency across all touchpoints while amplifying creative impact.
“Meta’s generative AI branding tools have significantly elevated our creative output, ensuring brand consistency at scale. They have allowed rapid experimentation with brand-aligned creative variations, empowering our team to consistently deliver impactful ads, ” said Warren Jolly, CEO at digital marketing agency, adQuadrant.
“Truly essential for agencies pushing boundaries in creative efficiency.”
Clive Record, President, Global Solutions at Dentsu, said: “With Meta’s Advantage+ AI tools we’ve been able to unlock new levels of creative efficiency, allowing us to focus on higher-level strategic work for our clients like developing innovative campaign concepts and crafting compelling brand narratives.
“Our recent partnership with Feld Entertainment is a prime example – by leveraging text variations through Advantage+ AI, we saw a 5% reduction in cost per lead and a remarkable 3.7X media ROI.”
Gillian Collison, Executive Director, Global Head of Social, WPP Media, said: “As a long-standing partner in the development of generative AI tools, WPP Media has been instrumental in shaping and testing these solutions within Meta’s ad platform.”
“We’re excited about the potential of these tools to enhance creative efficiency and performance at scale, particularly as they evolve with enterprise advertisers in mind – maintaining brand safety and integrity while driving innovation and results for our clients.”
New in Video solutions
Meta also introduced the next phase of video generation and image animation with Video Generation which lets advertisers transform multiple images using generative AI models into a dynamic multi-scene video, with text overlays, and music.
Now in testing, the feature aims to help advertisers diversify creative by making it easier to create more performant and engaging video ads for people.
Also in testing is Video Highlights, which allows people to more easily digest video ads by skipping to the ‘highlights’ of the video. Videos with this format will have a few short phrases or words (aka highlights) extracted by AI along with thumbnails of the key scenes that aim to reflect the value proposition of the brand or product being sold.
“With Meta’s upgraded video generation tool, we were able to produce a wide range of captivating ads that bring our brand’s story to life,” said Chris Connors, Associate Director, Growth, at INTO THE AM, men’s apparel brand. This ability to generate realistic, high-quality video from images has allowed us to engage with audiences in fresh and exciting ways.”
Business AI solutions from Meta:
Meta also revealed its plans for businesses on the platform with Business AI which gives its customers a place for quick support and product recommendations.
The tech giant is continuing to test and learn from Business AIs on Messenger and WhatsApp, as well as Instagram and Facebook feed ads, where people can start a conversation with an agent directly from the ad, and ask questions about products and return policies without having to leave the app.
Meta says it is testing Business AI across in different ad formats, including Instagram, Facebook Reels, and Instagram Stories ads. It will also expand its test to give more ecommerce businesses access to Business AI. These ads feature AI-generated prompts and quick answers to commonly asked customer questions about products.
“From answering FAQs to recommending products, Business AI enabled by Meta helps remove initial friction, reduce inquiries for our CX team, and drive more confident purchases,” said Jenna Johnson, Director of Growth at DTC cookware brand Caraway.
“At Caraway, we’re all about working smarter, not harder — so anything that smooths the path to purchase is a win for everyone, and exactly the kind of thing we’re eager to test.”
Meta is also exploring the addition of voice capabilities to the agent, making it easier for customers to learn more about products and complete purchases on the fly.
For a select group of businesses on Facebook, customers viewing a feed ad will be able to tap the “Tap to talk” button to talk directly to the Business AI in the in-app browser, using voice to get more information about the business’ products or services just as people today talk to sales associates in-store and on the phone.
Driving Engagement with generative AI
Meta is testing Creative Sticker call-to-action (CTA) which allows brands to create customised stickers – including products, slogans, graphics with call-to-action – like ‘shop’ ‘learn more’ – resulting in more engaging experiences for users. Testing is currently on Facebook Stories and Reels with a small group of advertisers, and will expand testing to Instagram Stories later this year.
The tech giant is also expanding its test for virtual try-on, a feature that uses generative AI to showcase clothing on virtual models of different shapes and sizes, providing customers a better sense of how an item might look and feel
Meta says it is exploring new ways to deliver more personalised user experiences and empower advertisers with greater customisation, helping meet unique brand objectives while driving efficiency.
