Meta has launched an early release program allowing a select group of advertisers to test new generative AI creative features before a broader rollout. This program offers advertisers the chance to explore innovative creative solutions with transparency and control.
Early Release Program Details
- Selective Access: Only a small percentage of advertisers can test these features initially to validate performance and suitability.
- Feature Evaluation: Some features may be rolled back if they do not meet standards; if rolled back, they will be removed from all active ads.
- Public Rollout: When features become generally available, the "Early release" label will be removed in Ads Manager, and existing ads using the feature will remain unaffected.
- Ad-Level Labeling: Early release features are labeled as such in Ads Manager, allowing advertisers to preview and customize ad variations before opting in.
- Access Changes: Access to early release features can be limited or revoked at any time, with notifications provided if changes occur.
Restrictions and Caution
- Certain industry verticals such as Financial Services, Pharma/Health, and ads related to Housing, Employment, Financial Services/Credit (HEC), as well as Social Issues, Elections, or Politics (SEIP), and some countries may not have immediate access to all generative AI features.
- Meta is taking a cautious approach due to the highly regulated nature of these industries and sensitivities around generative AI.
- The rollout strategy involves gathering feedback from external policy stakeholders and advertisers to understand risks and develop appropriate safeguards.
- This approach aims to balance risk tolerance differences among advertisers and ensure safe use of generative AI in ads within Special Ad Categories and regulated industries.
- Meta will provide further updates as the program evolves.
