Meta launches Gen AI tools in Australia

By Ruby Derrick | 5 October 2023

Meta has started rolling out its first generative AI-powered features for ad creatives in Meta’s Ads Manager.

These will unlock a new era of creativity that maximises the productivity, personalisation and performance for all advertisers.

The new features – Background Generation, Image Expansion, and Text Variations – will add to the AI-powered experiences and tools the tech company continue to build for businesses.

Background Generation creates multiple backgrounds to complement the advertiser’s product images, allowing advertisers to tailor their creative assets for different audiences.

Image Expansion will adjust creative assets to fit different aspect ratios across multiple surfaces, like Feed or Reels, allowing advertisers to spend less time and resources on repurposing creative assets.

Text Variations can generate multiple versions of ad texts based on advertiser’s original copy, highlighting the selling points of their products/services and giving them multiple text options to better reach their audience.

Will Easton, managing director ANZ at Meta, said the company is excited to be sharing with advertisers more tools to help them save time, and allow them to be more creative and strategic.

"We’ve heard promising feedback from advertisers in the US who tested these tools in our AI Sandbox, and believe these tools have the potential to democratise access to creative resources for businesses of all sizes making it easier for anyone to tap into creative best practices that drive campaign performancem," he said.

"With this launch and our other investments in AI-powered experiences, we are embarking on an era with new possibilities for marketers and continuing to show that Meta builds innovative products to help businesses achieve growth that lasts."

Earlier this year, Meta announced the AI Sandbox where its been testing these generative AI features with a small and diverse set of advertisers.

These advertisers have been provided Meta with feedback, including helping it ensure these products are built responsibly. 

According to a survey of advertisers that participated in early testing, most advertisers expect saving time and half of them estimate that generative AI will save them five or more hours a week - the equivalent of one month per year - noting they’ll be able to create multiple asset variations with the click of a button, reducing time spent between creative and media teams on time-consuming editing tasks and allowing for more strategic work.

Nearly all advertisers also agreed that the products being tested in AI Sandbox will eventually help marketers drive campaign performance by enabling quicker development of more ad creative variations at scale.

Keith Soljacich, EVP, head of innovation at Publicis Media Content Innovation, said as an early adopter of Meta’s AI Sandbox, Publicis is excited to experience how it will apply to important client use cases.

“Ad creative development that is faster, smarter and integrated into the larger Meta ad platform will be a game changer," he said.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus