Meta, parent company of Facebook, has unveiled its AI Sandbox, a platform that emphasizes their strategic approach to generative AI and its transformative role in advertising. The AI Sandbox was demonstrated during a live media event held in New York City on May 11. The platform, which serves as a testing ground for new generative AI-powered advertising tools, is set to be trialed by a select group of advertisers before its general release in July.
The AI Sandbox features three components: Text Variation, Background Generation, and Image Outcropping. Text Variation is designed to generate multiple versions of ad copy, providing advertisers with diverse messaging options for different audiences. Background Generation, on the other hand, creates background images from text, enabling advertisers to experiment with varying backgrounds. Lastly, Image Outcropping adjusts creative assets to suit different aspect ratios across several platforms, including stories and reels on numerous social media sites.
Gartner analyst Nicole Greene pointed out the increasing monetization of AI tools that bolster both advertising and search, primarily driven by the proprietors of the large language models that these applications are built on. According to Greene, the shift towards AI-powered tools will allow advertisers to create more targeted versions of their online products and optimize them based on audience response, requiring less human intervention and user data than before.
Greene explained that AI Sandbox offers advantages for both advertisers and Meta. The generative AI capabilities let advertisers create various iterations of ads for their audience and deliver them at scale via Meta’s platform.
“Meta can also maintain a strong hold over the assets and distribution, allowing them to deliver targeted advertising even as the gap between unknown and known audiences expands,” Greene commented. However, she cautioned about the risks associated with relying on AI algorithms, emphasizing the need for human oversight despite the advancements in AI-powered tools.
Additionally, Meta announced new features for its advertising platform, Meta Advantage. These enhancements allow businesses to incorporate video creative in catalog ads, compare existing manual sales campaigns to Advantage Plus shopping campaigns, and enhance performance with a targeted audience.