Meta has announced it plans to introduce generative AI capabilities for advertisers to improve the performance of ads for businesses. The company said it is using its newly launched AI Sandbox to test early versions of ad automation features including AI-powered ad tools.

Generative AI is a type of Artificial Intelligence that can create a wide variety of data, such as images, videos, audio, text, and 3D models. It does this by learning patterns from existing data, then using this knowledge to generate new and unique outputs.

In a blog post, the company said the initial stages will include building tools such as text variation, background generation and image outcropping which can make an ad’s text more engaging or improve parts of its creative.

“Currently, we’re working with a small group of advertisers in order to quickly gather feedback that we can use to make these products even better. In July, we will begin gradually expanding access to more advertisers with plans to add some of these features into our products later this year,” the company said.

Among the new additions, users can generate multiple versions of text to highlight the important points of an advertiser’s copy, giving advertisers choice to try different messages for certain audiences. As well as this, they can create background images from text inputs, allowing advertisers to try various backgrounds more quickly and diversify creative assets. The image outcropping feature, meanwhile, is designed to offer advertisers more flexibility to fit images across multiple surfaces, like Stories or Reels.

The company is also enhancing Meta Advantage which uses AI and machine learning to help optimise campaign results and personalise ads by matching them to the right people at the right time. The new Meta Advantage features include switching manual campaigns to Advantage+ shopping in one click, using video creative in catalog ads, the rollout of Performance Comparisons and a tool that provides advertisers with an updated way to reach people and drive conversions.

“We invest tens of billions of dollars annually in our infrastructure, and an increasing portion of that has been dedicated to building out our AI capacity for ads. Those investments are what ensure that the AI-powered tools advertisers touch-and-feel reach their full potential at scale – like generative AI,” Meta said.

It added: “We think there is a big opportunity across all of our apps to apply AI to improve the experiences for both advertisers and people. We look forward to sharing more as we continue to innovate in this space.”