Meta has expanded access to its first crop of generative AI ad tools, beginning to make features first revealed in the spring available to all advertisers.

The tools include Background Generation, which creates multiple backgrounds for product images tailored to different audiences; Image Expansion, which automatically adjusts assets to fit different aspect ratios for different channels, like Feed or Reels; and Text Variations, which generates multiple versions of ad text based on the original copy, creating multiple options to highlight the selling points that will better reach an audience.

The generative AI features will be available through Meta’s Ad Manager. The rollout has begun and is expected to be completed before the end of the year.

The features were first introduced in May as part of Meta’s AI Sandbox, which made different tools available to a select group of advertisers for testing and feedback.

Generative AI has been viewed with cautious optimism by the ad industry, with excitement over its potential to save time and costs tempered by concerns about quality, responsible use and fears of replacing human workers. According to a survey of AI Sandbox participants conducted by Meta, advertisers expect these tools to be able to save them five or more hours per week, with nearly all agreeing that generative AI will eventually drive improved performance by enabling quicker ad development.

Meta said in today’s post that the feedback also showed an area of future improvement. While the tools did lead to faster creative development, there is still work to do to ensure outputs are customized to a brand’s voice and visual style.

“We’ll need to define new ways of partnering with brands and agencies to help train these models on brands’ unique perspective,” the company said.

Meta also said that it is planning more ways to generate ad copy and background images in minutes with tailored themes. At the Connect event last month, Meta also revealed that is it developing AI tools for business messaging on Messenger and WhatsApp. Those features are currently being tested with a small number of businesses, with plans to scale at some point next year.