Meta announced it’s rolling out its first generative AI features for advertisers, allowing them to use AI to create backgrounds, expand images and generate multiple versions of ad text based on their original copy. The launch of the new tools follows the company’s Meta Connect event where the social media giant debuted its Quest 3 mixed-reality headset and a host of other generative AI products, including stickers and editing tools, as well as AI-powered smart glasses.

The first among the trio of new features allows an advertiser to customize their creative assets by generating multiple different backgrounds to change the look of their product images. This is similar to the technology that Meta used to create the consumer-facing tool Backdrop, which allows users to change the scene or the background of their image by using prompts. However, in the ad toolkit, the backgrounds are generated for the advertiser based on their original product images and will tend to be “simple backgrounds with colours and patterns,” Meta explains. The feature is available to those advertisers using the company’s Advantage+ catalogue to create their sales ads.