If there’s one trend that all the digital ad experts can agree on, it’s that 2024 (and beyond) is the bedrock year for Artificial Intelligence revolutionizing our industry. As the Forbes Agency Council pointed out, there’s hardly an aspect of the marketing process that isn’t being touched or outright redefined by these powerful new tools.
One of the most high profile changes of late has been the introduction of Enhanced Gen AI in Meta ad creative. Starting this summer, the social media giant has begun rolling out features likes Generative AI: Image Generation and Text Generation. In short, you no longer have to meticulously craft images for your Facebook or Instagram ads.
All you have to do is provide a starter image or some elements like images of your products, and Meta’s new AI tool will build image variations to enhance your campaign and will serve versions of those varied ads to your user audience as well, learning and pivoting based on the results you get!
The same goes for the text of your ads. After you give just enough starter text for the tool to understand your objectives and brand voice, Meta will now generate and try out alternative headlines and text elements in hopes of getting improved engagement. Your writing staff just grew in a flash, for FREE!
The upsides of this powerful, new technology are obvious. In a job where you frequently find yourself wearing too many hats, putting these tools to work in developing new creative elements and testing them out to see which gets the best engagement might be just the time-saver or performance booster that your marketing needs!
But it’s not all positives in this exciting new world either. With the instant adaptability of these generation tools, there are some potential pitfalls. For one, it means losing control of your brand voice – gone are the days of having complete control of every word in your ads. The text generator would act independently, coming up with new content that will sound like your previously existing wording. The same goes with the Image Generator.
For some businesses, this tool might not be a good fit. If very careful control over your marketing elements is important, you may want to disable or opt out of this feature. At Wheeler, we more than often find this to be the case with our clients. So unless otherwise discussed, we’ve chose to opt out of these new tools. But there’s no doubt that they are exciting and a great resource for small marketing departments.
Do you have questions about these new tools or how they could work for your against your business? Not sure if your current Facebook ads are using these new tools? Give our team a call and we’re happy to help navigate these exciting new features and find the solution that’s right for your business!
Comments