Meta is rolling out an expanded set of generative AI tools for advertisers, after first announcing a set of AI features last October. Now, instead of only being able to create different backgrounds for a product image, advertisers can also request full image variations, which offer AI-inspired ideas for the overall photo, including riffs that update the photo’s subject or product being advertised.

In one example, Meta shows how an existing ad creative showing a cup of coffee sitting outdoors next to coffee beans could be modified to present the cup, from a different angle, in front of lush greenery and coffee beans, evoking imagery reminiscent of a coffee farm.

Meta claims that it has strong guardrails in place to prevent its system from generating inappropriate ad content or low-quality images. This includes “pre-guardrails” to filter out images that its gen AI models don’t support and “post-guardrails” that filter out generated text and image content that doesn’t meet its quality bar or that it deems inappropriate. Plus, Meta said it stress-tested the feature using its Llama image and full ads image generation model with both internal and external experts to try to find unexpected ways it could be used, then addressed any vulnerabilities found.

Another feature, image expansion, also introduced in October 2023, will now be available to Reels in addition to the Feed, across both Facebook and Instagram. This option leverages AI to help advertisers adjust their image assets to fit across different aspect ratios, like Reels and Feed. The idea is that advertisers could spend less time repurposing their creative assets for different surfaces. Meta says text overlay will work along with image expansion, too. Beyond images, Meta’s AI can be used to generate alternate versions of the ad headline, in addition to the ad’s primary text, which was already supported by leveraging the original copy. Meta says it’s testing the ability for this text to also sound like the brand’s voice and tone, using previous campaigns as its reference material.

This makes things easier for advertisers in that they can use AI directly on the Meta platform for both images and captions. If a company doesn’t have the amount of images they’d like, they can use the AI tool to create new ones and incorporate those ads into their rotation. With more images, they can utilize A/B testing to get the best results. With AI generating captions, they can also rest though out and see what works best.