How Businesses Can Get The Most Out
of Advertising With Generative AI
Here’s how Meta allows businesses to do their best work.
Many will look back on 2023 as the year we finally stepped into the future.
From countless jokes, blogs and essays written by ChatGPT to San Francisco’s fleet of self-driving taxis to the first new Beatles song in decades, this year generative AI leaped from promise to reality—a “breakout year” for the technology, according to McKinsey & Company.
2023 was the year in which businesses got their first taste of what’s possible when they deploy smart, AI-driven tools to bolster productivity and creativity. According to McKinsey’s annual global survey, 79 per cent of business users across industries, regions and seniority levels have tried generative AI to varying degrees. And more than one in five say they regularly use generative AI in their roles.
"With AI, everyone across the industry—from marketers, to advertisers, to agencies—can perform at the top of their game, versus grinding on the tiresome, tedious tasks that can chip away at their creative and strategic spark”
— Garrick Tiplady, a vice-president of the Global Business Group at Meta
“It goes without saying that AI is the most exciting trend across many industries today,” says Garrick Tiplady, a vice-president of the Global Business Group at Meta.
At Meta, AI has been integral since Facebook’s earliest days, helping to surface just the right posts, photos and content into every individual’s Feed. And as organizations look to go beyond the potential and start realizing meaningful time savings, productivity improvements and other transformative benefits from AI’s growing capabilities, Meta has unveiled new generative AI features to make advertising to the billions of people who use its apps easier and more effective than ever before.
“Where I think there is a lot of immediate value for marketers is around automation powered by AI and machine learning,” Tiplady says. “At Meta, we use AI to power our ads systems, including as part of our Meta Advantage portfolio of ad automation products. These products simplify steps of the ads creation process and help businesses connect the right creative with the right audience at the right time.”
Unlocking a new era of creativity
Across Facebook and Instagram, Meta allows businesses to connect with new and existing customers via flexible and engaging ad formats. But tailoring ads for every interaction can be an intensive process.
Now, advertisers on Meta have access to smart new AI-powered features built right into Ads Manager to take any manual tinkering and guesswork out of delivering precisely the right creative to drive interest and sales.
Seamlessly adjust ad creative to fit any required aspect ratios across the Meta network, from Feed to Reels. Available within Advantage+ creative.
Advertisers can create multiple backgrounds to complement product images and tailor visual creative for unique audiences. Available within Advantage+ catalog ads.
Generate multiple versions of an ad based on advertiser’s original copy, providing multiple options to resonate best with every individual in their audience.
Recognizing the potential of AI, advertisers and thought leaders are championing the use of generative AI. Teaching his 400,000 followers how to leverage generative AI in marketing strategies, Kushank Aggarwal of DigitalSamaritan is a forward-thinking creative who shows his followers how to use AI-powered tools to grow their email marketing campaigns, use time-saving design apps, and optimize productivity.
“Meta’s new generative AI features are like having a free advertising expert by your side,” says Aggarwal. “Save your time to work on your creative, and they will do the rest–from writing copy, repurposing assets to optimizing campaign performance.”
and results
While we’ve only begun to scratch the surface of what’s possible with AI, expectations are high. McKinsey’s research found that among businesses already on the forefront of adoption, leaders believe new technologies will help them to increase the value of their offerings, create new business and revenue sources, and help them to reduce business costs.
After testing the new generative AI features in Meta’s AI Sandbox, an exploratory playground for new innovations, advertisers estimated the ability to create multiple ad variations and complete editing tasks with just a click could save their teams five hours a week. That adds up to saving a month per year on time-consuming manual tasks—but also so much more.
Explains Tiplady: “The human element is still needed to understand context and unlock the meaning behind data and to bring effective ideas to life. AI just helps them get there that much faster and effectively.”
When creativity and productivity are at a premium, these are high-value savings. “The time saved allows for more investment in other kinds of strategic work, like gaining insight on certain audiences or seasonal opportunities in their campaigns. With AI, everyone across the industry—from marketers, to advertisers, to agencies—can perform at the top of their game, versus grinding on the tiresome, tedious tasks that can chip away at their creative and strategic spark,” Tiplady says.
But, of course, AI generates results too. When Canadian jewelry brand Jenny Bird wanted to create a high-impact campaign to get their gold and silver earrings, necklaces and rings in front of new customers, they used Meta Advantage+ to create and test up to 150 different ad combinations to optimize performance.
“You can think of Meta Advantage products as ‘easy buttons’,” says Tiplady. “With Advantage+ shopping campaigns, instead of an advertiser manually setting up many different campaigns, they set up a single campaign, and we automatically test hundreds of different combinations to optimize for the highest performing ones.”
Their AI-tailored ads saw 17 per cent more conversions than previous traditional campaigns and the company saw a 14 per cent reduction in cost-per-purchase.
“On average, Advantage+ shopping campaigns improved cost per acquisition by 17 per cent and return on ad spend by 32 per cent,” says Tiplady.
“Unveiling new generative AI features is not just about automating creative assets,” he says. “It’s about empowering marketers with the sort of tools that incorporate their unique brand voice and help them maintain control.”
For more information on how your business can connect and create with AI, click here.
How Businesses
Can Get The Most Out of Advertising With Generative AI
The use of generative AI is gaining popularity everyday-especially for advertisers. Here’s how Meta allows businesses to do their best work.
Many will look back on 2023 as the year we finally stepped into the future.
From countless jokes, blogs and essays written by ChatGPT to San Francisco’s fleet of self-driving taxis to the first new Beatles song in decades, this year generative AI leaped from promise to reality—a “breakout year” for the technology, according to McKinsey & Company.
2023 was the year in which businesses got their first taste of what’s possible when they deploy smart, AI-driven tools to bolster productivity and creativity. According to McKinsey’s annual global survey, 79 per cent of business users across industries, regions and seniority levels have tried generative AI to varying degrees. And more than one in five say they regularly use generative AI in their roles.
"With AI, everyone across the industry—from marketers, to advertisers, to agencies—can perform at the top of their game, versus grinding on the tiresome, tedious tasks that can chip away at their creative and strategic spark”
— Garrick Tiplady, a vice-president of the Global Business Group at Meta
“It goes without saying that AI is the most exciting trend across many industries today,” says Garrick Tiplady, a vice-president of the Global Business Group at Meta.
At Meta, AI has been integral since Facebook’s earliest days, helping to surface just the right posts, photos and content into every individual’s Feed. And as organizations look to go beyond the potential and start realizing meaningful time savings, productivity improvements and other transformative benefits from AI’s growing capabilities, Meta has unveiled new generative AI features to make advertising to the billions of people who use its apps easier and more effective than ever before.
“Where I think there is a lot of immediate value for marketers is around automation powered by AI and machine learning,” Tiplady says. “At Meta, we use AI to power our ads systems, including as part of our Meta Advantage portfolio of ad automation products. These products simplify steps of the ads creation process and help businesses connect the right creative with the right audience at the right time.”
Unlocking a new era of creativity
Across Facebook and Instagram, Meta allows businesses to connect with new and existing customers via flexible and engaging ad formats. But tailoring ads for every interaction can be an intensive process.
Now, advertisers on Meta have access to smart new AI-powered features built right into Ads Manager to take any manual tinkering and guesswork out of delivering precisely the right creative to drive interest and sales.
Seamlessly adjust ad creative to fit any required aspect ratios across the Meta network, from Feed to Reels. Available within Advantage+ creative.
Advertisers can create multiple backgrounds to complement product images and tailor visual creative for unique audiences. Available within Advantage+ catalog ads.
Generate multiple versions of an ad based on advertiser’s original copy, providing multiple options to resonate best with every individual in their audience.
Recognizing the potential of AI, advertisers and thought leaders are championing the use of generative AI. Teaching his 400,000 followers how to leverage generative AI in marketing strategies, Kushank Aggarwal of DigitalSamaritan is a forward-thinking creative who shows his followers how to use AI-powered tools to grow their email marketing campaigns, use time-saving design apps, and optimize productivity.
“Meta’s new generative AI features are like having a free advertising expert by your side,” says Aggarwal. “Save your time to work on your creative, and they will do the rest–from writing copy, repurposing assets to optimizing campaign performance.”
Propelling productivity, creativity—and results
While we’ve only begun to scratch the surface of what’s possible with AI, expectations are high. McKinsey’s research found that among businesses already on the forefront of adoption, leaders believe new technologies will help them to increase the value of their offerings, create new business and revenue sources, and help them to reduce business costs.
After testing the new generative AI features in Meta’s AI Sandbox, an exploratory playground for new innovations, advertisers estimated the ability to create multiple ad variations and complete editing tasks with just a click could save their teams five hours a week. That adds up to saving a month per year on time-consuming manual tasks—but also so much more.
Explains Tiplady: “The human element is still needed to understand context and unlock the meaning behind data and to bring effective ideas to life. AI just helps them get there that much faster and effectively.”
When creativity and productivity are at a premium, these are high-value savings. “The time saved allows for more investment in other kinds of strategic work, like gaining insight on certain audiences or seasonal opportunities in their campaigns. With AI, everyone across the industry—from marketers, to advertisers, to agencies—can perform at the top of their game, versus grinding on the tiresome, tedious tasks that can chip away at their creative and strategic spark,” Tiplady says.
But, of course, AI generates results too. When Canadian jewelry brand Jenny Bird wanted to create a high-impact campaign to get their gold and silver earrings, necklaces and rings in front of new customers, they used Meta Advantage+ to create and test up to 150 different ad combinations to optimize performance.
“You can think of Meta Advantage products as ‘easy buttons’,” says Tiplady. “With Advantage+ shopping campaigns, instead of an advertiser manually setting up many different campaigns, they set up a single campaign, and we automatically test hundreds of different combinations to optimize for the highest performing ones.”
Their AI-tailored ads saw 17 per cent more conversions than previous traditional campaigns and the company saw a 14 per cent reduction in cost-per-purchase.
“On average, Advantage+ shopping campaigns improved cost per acquisition by 17 per cent and return on ad spend by 32 per cent,” says Tiplady.
“Unveiling new generative AI features is not just about automating creative assets,” he says. “It’s about empowering marketers with the sort of tools that incorporate their unique brand voice and help them maintain control.”
For more information on how your business can connect and create with AI, click here.