Meta has released more details on how it plans to use AI to improve the performance of its ad system. So far, the company announced a possible release of Meta AI Sandbox before the end of 2023, but without a specific date. 

The company has announced Meta's AI Sandbox, which will test AI's generative capabilities for advertisers. 

The company has also announced new features in its 'Meta Advantage' suite of ad automation tools, along with details on its AI infrastructure and modeling investments that underpin it all.

Meta AI Sandbox's main functionalities 

The Meta 'AI Sandbox' is a set of new tools and features to be included in the near future that will use AI and machine learning-based generative ad tools. 

"Our goal is to learn what works for advertisers and make it easier for them to use these features in our ad tools," commented John Hegeman, Meta's vice president of monetization. For starters, Hegeman added, "we're building tools like text variation, background generation and image enhancement to do things like make an ad's text more engaging or creative." Specifically, these features will enable:

Text Variation: Generate multiple versions of the text to highlight important points in the advertiser's copy, giving you the option to test different messages for certain audiences.

Background generator: Creates background images from text entries, allowing advertisers to test multiple backgrounds quickly and diversify their creative resources.

Image Enhancement: Adjusts creative to fit different dimensions on different surfaces, such as Stories or Reels, allowing advertisers to spend less time and resources reusing creative.

The trial period will last until the end of July 

These features are currently in a trial period with select advertisers, and in July, they will begin to expand access to add more tools gradually.

On the other hand, these are not the only products that use AI and machine learning for campaigns and ad personalization. 

Meta has a portfolio of products called 'Meta Advantage', and they also introduced new features, including: one-click switching from manual campaigns to Advantage+ buys, launching performance comparisons, and using video creatives in catalog ads.

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According to Damian Ryan, a partner at UK accountancy firm Moore Stephens, which conducted the survey, "marketers are seeking to build in-house strength and are set to spend more on digital marketing to remain competitive. Our research finds that this budget is coming from media spend and will have a resounding impact on the value of media-centric agencies.” The Moore Stephens survey, conducted with advertising and media consultancy WARC, covered 800 companies in North America, the Asia-Pacific, and Europe.

It found that brands in Britain and North America spent 23 percent of their budgets on digital marketing, up from 16 percent a year ago. And 63 percent of American technology budgets were spent in-house, compared with 44 percent last year. Tough European data protection rules that took effect in May, as well as concerns over the data practices of search giant Google and social network Facebook - the two biggest online advertising platforms - have led several players in the ad industry to merge or retrench. The emergence of platform companies that offer a one-stop shop for marketers is another trend to watch, Ryan said to Reuters, highlighting Adobe Systems’ acquisition in May of e-commerce company Magento for $1.7 billion.

Ryan concludes that “Fundamentally, brands don’t like to trust agencies with data. The clear trend shows that brands are seeking to take control over marketing technology. Against that, we can see that, at the upper end where brands are spending more, they are still working with agencies.”

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Thanks to the eShow conference program, several concepts will be discussed that will impact in 2018 and which we must have clear knowledge because we must not to forget that the consumer is increasingly demanding and we need to be clearly up to date.

With the use of BigData, artificial intelligence and tools such as ChatBots we will be able to know the needs of the digital user and personalize their shopping experience. In addition, we will live a more contextualized marketing where facial recognition to launch much more personalized messages or the femtech will gain great importance. And let's not forget the Marketplace, as a new channel to position products as a new sales channel, to position products and companies that are unknown in the digital environment.

The consolidation of the Marketplace as a new sales channel will position many products and companies that until now were unknown in the digital environment.
A more contextualized marketing that will take into account facial recognition - Internet of the eyes to launch more personalized messages or the with new exclusive products for the female audience.

In addition, the logistics sector will teach robotic delivery systems and the flexibilization of slots in deliveries. Not forgetting to discuss the new data protection law that will surely change the current panorama of each business.

eShow will not forget 'unicorn companies', those online businesses with a valuation of more than 1,000 million euros. In Europe, there are already more than 50. What have been the keys to its success? In the event, you will know them.

What's more, hundreds of speakers are waiting for you, topping the list Jesper Buch, the Founder of Just Eat, one of the largest e-commerce companies in the world.

This is the best event that brings together customers, partners, investors, and competitors of the sector. It is the ideal opportunity to boost your business.

Do not forget your ticket!

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