Meta plans to fully automate making of ads using AI – report

Meta Platforms (NASDAQ:META) plans to let brands create and target ads fully through AI by the end of next year, The Wall Street Journal reported, citing people with knowledge of the matter.

The social media giant’s ad platform already offers some AI tools which can generate variations of existing ads and make small changes to them before targeting the ads to users on Facebook and Instagram. But now, the company intends to help brands create advertising concepts, the report added.

Meta did not immediately respond to a request for comment from Seeking Alpha.

Using the ad tools Meta is developing, a brand could present an image of a product it plans to promote with a budgetary goal, and AI would make the entire ad, including images, video and text. The system would then decide which Instagram and Facebook users to target and offer suggestions on budget, the report noted.

In addition, Meta intends to let advertisers personalize ads using AI, so that users see different versions of the same ad in real time, based on factors like location. For example, a person watching an ad for a car in a snow area may see the car going up a hill, while a person watching an ad for the same car in the city could see it moving in a city street, the report added.

Some large brands are concerned of providing Meta even more control over their advertising efforts, due to the company’s presence in the business and worry that AI-generated ads would not have the same look and feel as human-made ads, according to the report.

Some brands note that the technology which exists in the industry often creates distorted or unusable visuals, the report added.

Meta’s new tools also need large computing power and the creation of unique AI models for each brand, the report noted.

Last month, Alphabet’s (GOOG) (GOOGL) Google unveiled a new version of its video-generation tool called Veo which lets users create short videos from a text prompt.