This week at Cannes Lions International Festival of Creativity, we’re introducing the next era of generative AI solutions for advertisers and agencies to improve ad campaign performances and drive business growth.
As AI continues to evolve, it will unlock new avenues for creative expression and drive innovation across the marketing landscape. We're confident that this shift will not only expand the role of marketers and agencies, but also contribute significantly to global economic growth.
Key Takeaways
Introducing New Advantage+ Ad Creative features
Our investments in AI continue to help drive performance for advertisers and agencies. With Advantage+ sales campaign, advertisers boost return on ad spend by an average of 22%1, and backend AI innovations like GEM are improving ad conversions by up to 5%2. Here are the new Advantage+ creative solutions, designed to empower advertisers and agencies:
New Branding + Personalization Tools
Now, for the first time, advertisers and agencies can unlock the power of cohesive branding and personalized creatives with new text and image generation brand capabilities. These updates allow you to effortlessly incorporate your brand logos, colors, fonts, tones, visual styles and advanced personalization features including text personas and translations into a unified creative voice.
By tapping into your existing brand assets – from your website content to previous ads to product information from integrated platforms like Shopify – you can ensure consistency across all touchpoints while amplifying your 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.”
"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," said Clive Record, President, Global Solutions at Dentsu. "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."
“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," said Gillian Collison, Executive Director, Global Head of Social, WPP Media. "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.”
Video Generation 2.0
The next phase of video generation and image animation is here. Video Generation now has a new capability to allow advertisers to transform multiple images using generative AI models into a dynamic multi-scene video, with text overlays, and music. This feature, now in testing, will help advertisers diversify their creative by making it easier to create more performant and engaging video ads for people.
Another new feature we’re testing is Video Highlights, which would allow 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.”
Engaging Experiences – Connecting with your Audience
Creating meaningful and personal connections is at the heart of how we build products at Meta. Our latest Generative AI innovations are now unlocking ways to enhance productivity, enable richer and more engaging experiences to improve your customer’s experience with your business.
Business AIs
This spring, we shared our vision for a future where every business will have a Business AI that their customers can talk to for quick support and product recommendations. We’re continuing to test and learn from Business AIs on Messenger and WhatsApp, as well as Instagram and Facebook feed ads, where you 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.
We are now testing Business AI across different ad formats, including Instagram and Facebook Reels, as well as Instagram Stories ads. We will be expanding our 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.”
We’re also exploring adding 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
We’re testing customized stickers for your ad’s call-to-action button. Creative Sticker call-to-action (CTA) now allows brands to create customized stickers – including products, slogans, graphics with call-to-action – like ‘shop’, ‘learn more’, resulting in more engaging experiences for users. Testing is starting on Facebook Stories and Reels with a small group of advertisers, and will expand testing to Instagram Stories later this year.
We’re expanding the test for virtual try-on, afeature 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. As we continue to advance our virtual try-on capabilities, we are also exploring new ways to deliver more personalized user experiences and empower advertisers with greater customization, helping meet their unique brand objectives while driving efficiency.
As we continue to push the boundaries of what's possible with generative AI, we're excited to see how these new tools and features will help advertisers and agencies unlock their full creative potential and drive meaningful connections with their audiences.
If you’re at the Cannes Lions event, we’d love to see you at Meta Beach. Learn more about our presence here.
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