Meta has pulled back the curtain on the AI powered tools and services it has been promising advertisers.

Leading the announcements was the AI Sandbox, a testing site for advertisers to try out new AI capabilities as they are developed. It will start with the generative AI ad tools that have been getting the most attention and hype from the industry: text variation to creates multiple versions of ad copy for different audiences; background generation that uses text inputs to quickly create various background images; and image outcropping that automatically repurposes creative to fit a range of surfaces, such as News Feed, Stories and Reels.

These features are currently being tested by a small group of advertisers. Meta plans to begin a wider roll out in July, with plans to add them to its products later this year.

New enhancements have also been added to Meta Advantage, the company’s portfolio of automation products that use AI and machine learning to help optimize campaign results. The new features are designed to allow advertisers to take advantage of AI quicker, provide more creative flexibility and measure what’s working.

Meta’s revenue has taken a major hit since Apple introduced ATT, which requires users to “opt-in” to cross-app data tracking and has subsequently impacted digital ad companies’ attribution and optimization abilities. However, Meta has promoted Advantage as a way for it to make up on that lost ground and provide advertisers with more insights into how their campaigns are performing.

Several new Advantage features utilize AI and machine learning to further improve its capabilities. Advantage+ Audience provides advertisers with an updated way to reach people. Rather than using the advertiser’s audience targeting inputs – such as age or interests – as hard constraints, Advantage+ Audience instead uses them as suggestions to guide who sees an ad, using AI to find people outside of that criteria who are likely to convert or be interest in an ad. For advertisers that need hard constraints, such as products that have minimum age requirements or regional campaigns, Meta will continue to offer those at the campaign level through an Audience Control feature.

Automated performance comparison, another new feature that will provide an automatic report of how an existing manual campaign is performing compared to an Advantage+ shopping campaign to help advertisers understand the impact of automation. It is now rolling out gradually to advertisers that use Advantage+ shopper campaigns.

Another upgrade is the ability to use video creative in catalog ads, rather than just static product images. After uploading video content, AI and machine learning is then used to dynamically show the best video across Meta formats and platforms. Advertisers can also use video in manual sales campaigns or Advantage+ shopping campaigns. Currently in test mode, this product will be rolled out more broadly later this year.

Outside of AI features, the Advantage updates also include the ability to switch a manual campaign to an Advantage+ shopping campaign with one click, available in Ads Manager. This feature will start rolling out gradually to advertisers with access to Advantage+ shopping campaigns within the next month.