Meta’s AI ad tools: A chaotic experience for brands
Meta is pushing brands onto its AI ad tools. The results are a mess.
Meta is leaning on advertisers to run their campaigns through its AI tools, with unimpressive outcomes, according to brands. These include gibberish copy, mangled images, and products that bear little resemblance to the originals. In response to complaints, Meta deflects responsibility, stating it’s the advertiser’s fault.
The Issues:
- Twisted limbs, garbled text, and incorrect products: For instance, a client’s pyjama dress was automatically transformed into a shirt and trousers, as described by ads consultant Jessica Gleim.
- Inaccurate representations: REI faced backlash over an Instagram ad featuring a nonsensical bike with two handlebars, caused by Meta’s AI.
- AI-generated "slop": Marketer Abigail Hogue witnessed garbled text and warped products in a campaign she had shot herself, prompting friends to accuse her of posting low-quality content.
Meta’s Response:
"AI can make mistakes… it is the advertiser’s responsibility to review the AI outputs," said a Meta spokesperson. This places the onus back on brands for ensuring their ads are accurate and legally sound after AI manipulation.
A Wider Issue:
While Google labels AI-made ads and its Performance Max tool has generally avoided Meta’s worst failures, Reddit is also grappling with AI-generated content issues. The industry as a whole is facing challenges in navigating the complexities of AI-driven advertising.