Social media platforms fuel AI ad rush with new creative tools

The AI arms race continues as social platforms have spent the last few months releasing generative AI-powered creative tools to (theoretically) allow marketers to move faster to generate ad copy and images.

Reddit, TikTok, Meta and Snap have all created such tools as social media platforms that focus on expanding the ways marketers can use generative AI to create ads. Marketers, who are reading the tea leaves to see why these platforms are releasing AI-driven creative updates, say the tools are aimed at small businesses, making it easier for smaller advertisers to create ads within the social media platforms (and spend ad dollars with them).

“We call them BFF features at our agency, which is ‘beginner friendly’ or ‘budget-friendly,’” said Brandon Biancalani, head of paid media at Modifly, a social agency. “If I was a beginner to paid media and I was having trouble [with] how to exactly spell out the promotion, then you can use those features to come up with ideas.”

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