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Meta launches new AI video features to modify ads on Facebook and Instagram

The tech giant also said that it is launching a separate, new Videos tab on Facebook.

Meta’s existing AI features for advertisers include full image and text generation. (Image: Reuters)

Meta has unveiled new generative AI video capabilities that can be used to modify ads on platforms such as Facebook and Instagram. The company’s suite of advertising tools is being expanded to cover generative AI features such as Video Expansion and Image Animation.

“We’ve begun rolling out these new features, and aim to make them more broadly available by early next year,” Meta said in a blog post on Wednesday, October 8.

With Video Expansion, advertisers can use AI to generate unseen pixels in each video frame to expand the aspect ratio of the video ad. Advertisers can also make a static image of their ads more dynamic and engaging by using AI to animate them. For example, advertisers can make the strawberries around a jar of jam appear to float using the new AI feature.

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Additionally, advertisers now have the ability to upload the image of an influencer as the ‘hero image’ in a collection of ads on Ads Manager. “The collections ad will then have a partnership ads dual header helping further engage audiences by tapping into the authenticity of creator content,” Meta said.

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The tech giant also said that it is launching a separate, new Videos tab on Facebook for users to explore Reels, live streams, and other longer videos. Meta’s existing AI features for advertisers include full image and text generation.

Tech companies seem increasingly keen on letting advertisers create ads using AI, with Amazon releasing a new AI advertising tool to generate short video clips based on product images and TikTok reportedly experimenting with AI-generated avatars in ads.

Meanwhile, Google is reportedly looking to place ads in its AI-generated summaries of search results called AI Overviews.