Meta launches new AI video adtech for businesses on Facebook and Instagram

Meta has unveiled a generative AI feature that turns still product images into dynamic video advertisements.

The AI-powered 'adtech' can inject music and text overlays designed to enhance engagement with targeted audiences.

The new tool, revealed at the Cannes Lions Festival, allows advertisers to upload up to 20 images that Meta’s AI transforms into multi-scene video ads.

This is just one part of the Facebook and Instagram owner's recently publicised drive to provide higher value, AI-driven services to businesses via the Meta Business Suite.

For those familiar with the platform, the new AI enhancements are in Meta's 'Advantage+' ad offering, that's been expanded to deliver brand consistency, video highlight extraction, and virtual try-ons.

Also this week, Meta users began to see a layer of advertising more widely displayed in the Whatapp messenger app interface.

Meta is bulking up both its advertising offering as well as its AI capabilities at a time when the social media and broader AI-enabled tech landscape is ratcheting higher in competition.

Sector-watchers reckon the AI 'adtech' can open up advertising to wider groups of businesses as it removes the need for expensive agency and creative services. At the same time, it's another example of a potential threat to human creative jobs.