Meta has introduced a major evolution of its generative AI capabilities for advertisers and agencies. The new suite of tools promises to deliver more personalized, engaging, and scalable ad experiences—ushering in what the company calls “the next era of AI-powered advertising.”
The centerpiece of Meta’s announcement was an upgrade to its Advantage+ creative suite, which is already helping advertisers improve return on ad spend by an average of 22%. The enhancements include Video Generation 2.0, advanced branding and personalization features, and immersive engagement tools such as Virtual Try-On and Creative Sticker CTA buttons.
Video Generation 2.0: From Static to Dynamic
With the rollout of Video Generation 2.0, advertisers can now convert a series of static images into dynamic, multi-scene video ads complete with music, text overlays, and smooth transitions. The update uses generative AI models to automate this process, reducing creative fatigue and improving performance.
Meta is also testing a Video Highlights feature, which allows viewers to skip to the most impactful scenes, identified using AI. This aims to drive better engagement by quickly surfacing a brand’s key value propositions.
New Branding Tools for Creative Consistency
Advertisers can now integrate logos, color palettes, fonts, and even brand tone into every AI-generated asset. These personalization features leverage existing brand inputs—such as product catalogs, website content, and past campaigns—to maintain a cohesive brand identity while enabling localized or hyper-targeted content at scale.
The tools also support multi-language translation and “text personas,” which help align creatives with specific audience segments while retaining brand voice.
Driving Customer Engagement: From Stickers to Try-Ons
To create more interactive experiences, Meta has launched Creative Sticker CTA buttons, allowing brands to design visually appealing calls-to-action—like “Shop Now” or “Learn More”—within Reels and Stories. The feature is being piloted on Facebook and will expand to Instagram later this year.
Meta is also scaling its Virtual Try-On technology, which uses GenAI to display apparel on virtual models with diverse body types. This innovation aims to reduce friction in the path to purchase and increase consumer confidence in their buying decisions.
Indian Advertisers Report Strong ROI
Indian brands are among the early adopters of Meta’s generative AI tools—and the results are already speaking for themselves.
Siddhant Agarwal, Co-Founder of Avimee Herbal, said, “Our reliance on static creatives was hindering our ability to scale effectively. By embracing Meta’s Gen AI background image generation, we saw a 62% drop in cost per sale and 1.8x increase in conversions.”
Big Basket, one of India’s largest online grocers, used a three-cell test to evaluate GenAI-powered catalog ads. According to Anand Bhaskaran, Head of Digital Marketing, the experiment yielded a 2.7% higher click-through rate and a 3.4% reduction in cost per install versus traditional ads.
“We’re confident this technology will continue to drive efficiency for our business,” he added.
Strategic Implications for Marketers
Meta’s latest AI offerings come at a time when marketers are seeking greater efficiency, relevance, and scale. The integration of GenAI into campaign creation is poised to transform how creative work is produced and personalized—particularly as privacy constraints make first-party data and performance optimization more critical than ever.
By democratizing high-quality content production and enabling deeper personalization, Meta is not just reshaping the digital advertising playbook—it’s also unlocking new economic opportunities for businesses of all sizes.
As testing expands and adoption grows, these tools are expected to redefine how agencies and brands collaborate, innovate, and connect with audiences around the globe.
