New features aim to enhance campaign impact, personalization, and efficiency for brands and agencies.

At Cannes Lions 2024, Meta unveiled a suite of next-generation generative AI tools designed to supercharge advertising creativity and business results. The latest updates build on Meta’s expanding AI ecosystem, which has already delivered measurable performance boosts – such as a 22% increase in return on ad spend (ROAS) with its AI-driven Advantage+ campaigns and a 5% uplift in conversions using the Generative Ads Recommendation Model (GEM).

Key Features Introduced

1. Video Generation 2.0 (Testing Phase)

This tool enables advertisers to convert a series of images into dynamic, multi-scene videos enhanced with AI-generated text overlays and music – helping brands easily diversify and scale video content.

2. Video Highlights (Testing Phase)

Using AI to extract key phrases and scenes, this feature allows viewers to skip to impactful moments in video ads, improving message delivery and engagement.

3. Branding & Personalisation Suite

Advertisers can now maintain consistent branding across campaigns with AI that automatically applies logos, color palettes, fonts, and tones. Personalization features include text personas and real-time translations based on brand assets like product catalogs and previous campaigns.

Interactive & Immersive Experiences

Meta is also piloting custom call-to-action (CTA) stickers in Facebook Stories and Reels, allowing brands to embed branded slogans, graphics, and product images directly in ads. Testing will expand to Instagram later this year.

The company is further extending its Virtual Try-On feature, powered by generative AI, enabling customers to visualize apparel on diverse body types – advancing both inclusivity and shopping confidence.

Early Results and Testimonials

Brands like Avimee Herbal and Big Basket have already reported strong outcomes from Meta’s GenAI tools.

• Avimee Herbal reduced cost per sale by 62% and saw 1.8x conversions through GenAI-powered asset optimization.
• Big Basket noted better efficiency with AI-powered catalog ads, highlighting the platform’s value in scaling marketing efforts.

Looking Ahead

Meta’s latest innovations reflect its ongoing commitment to equipping advertisers and agencies with smarter, faster tools for creative storytelling and precision targeting. With AI increasingly at the core of campaign design, the future of digital advertising is not just automated – it’s deeply personalized and creatively elevated.