Meta's AI sandbox for advertisers

By Ruby Derrick | 12 May 2023

Tech giant Meta has shared details about how it can use AI to improve the performance for its ads system. In this is Meta’s AI Sandbox that will test generative AI capabilities for advertisers.

New features have also been announced in its Advantage suite of ad automation tools, alongside details on its AI infrastructure and modelling investments that underpin it all.

Naomi Shepherd, director at Meta ANZ, said growth is the top priority for businesses everywhere, and the announcements show that Meta are building innovative products to help businesses achieve growth that lasts. 

“AI has been powering all of our services and ad systems for years, and we wanted to build on these products so that all businesses can take advantage of AI and automation to help achieve their goals,” said Shepherd.

“That’s why we’re excited to be opening up an AI Sandbox - a testing ground for new features including generative AI tools, and adding new, exciting features to Meta Advantage.”

The AI Sandbox will act as a testing playground for early versions of new tools and features, including AI-powered ad tools. 

Meta is building tools including text variation, background generation and image outcropping which could improve parts of an ads creative and construct an ads text to make it more engaging.

The tech conglomerate are working with a small group of advertisers to gather initial feedback. Come July, it will gradually expand across to more advertisers with the aim to add these features in its products later in the year. 

Meta has also announced it will be improving Meta Advantage, its portfolio of automation products that use AI to assist in the optimisation of campaign results and personalising ads. 

The new features will enable advertisers to measure what’s working and what isn’t. 

Features include; using video creative in catalog ads, switching manual campaigns to Advantage+ and shopping in one click, rolling out performance comparisons and improving performance with Advantage+ audience. 

Meta will continue to invest in AI and machine learning. The company will now use more complex models in its ads system to improve measurement when it doesn’t have access to the same granular level of data. 

Previously on instagram, for instance, Meta required one model for optimising clicks on Story ads and another to optimise conversion or sales for ads on Reels. 

Now, Meta are able to transfer learnings across multiple objectives simultaneously, improving advertiser conversions and the quality of the ads for the audience on the platform. 

Meta plan to unveil further implementations of generative AI and tools across all of its apps down the track.

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