Brands are cautious about Google and Meta’s generative AI holiday ad push

This story was first published on sister site, Modern Retail.

Major advertising platforms are pushing marketers to use generative AI to make holiday ads. Agencies and brands, however, are still unsure about integrating such technology into their playbooks.

Meta’s holiday marketing guide encourages advertisers to use its generative AI creative features within its Advantage+ ad platform to change backgrounds on images, expand ad image sizes to fit different aspect ratios or generate different versions of ad text to see what works best with shoppers. A Google Ads newsletter by Jyotika Prasad, Google’s senior director of retail ads, recommends brands use similar features to generate new holiday lifestyle imagery, create new image variations or automatically change headlines and descriptions within campaigns.

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