Meta unveiled new generative AI features for its Advantage+ advertising platform during the Cannes Lions International Festival of Creativity. The social media giant introduced tools designed to enhance campaign performance for advertisers and agencies, reports AdWeek.
Key features include consistent branding capabilities that allow integration of logos, colors, and fonts across campaigns. Meta is testing video generation tools that transform still images into dynamic videos with animations, text overlays, and music. Another experimental feature uses AI to extract key phrases and scenes from videos to highlight product value propositions.
The platform will also offer AI-generated prompts, quick FAQ buttons, and new placements on Instagram Stories and Facebook Reels in the United States. Meta is expanding testing for Virtual Try-On experiences and introducing Creative Sticker call-to-action buttons for Facebook and Instagram content.
According to Meta, existing Advantage+ campaigns already deliver 22% higher return on ad spend on average. The company’s Meta GEM recommendation model reportedly improves ad conversions by up to 5%.