Meta unleashes the fury of advertisers with its delirious ads generated with AI

It is assumed that AI is a strong ally of advertisers and that, relying on this technology, brands can automatically illuminate a plethora of variations of their ads to connect more efficiently with different audience groups. That is the promise that Meta makes, for example, to advertisers who wish to advertise on its platform.. However, advertising born from the bowels AI sometimes misses the mark and takes absolutely delusional paths that potentially lacerate the reputation of the brands that advertise on Meta.

Something like this recently happened to the American clothing brand True Classic.whose marketing director, Bryan Cano, lamented a few days ago in X de la crazy version that Meta had perpetrated with AI of one of the brand’s best-performing ads. Cano attached a screenshot of the discord announcement (as it appeared on Facebook and Instagram) that showed an elderly woman dressed in a fleece.

Cano was shocked by the ad, since True Classic’s target is exclusively male and the brand is aimed in particular at men who are 30 years old or older.. The original advertisement in which the variation illuminated a posteriori by Meta took root showed, not in vain, a young man dressed in a fleece.

«It is the most outrageous and harmful thing that has been seen in my entire career by Meta»says True Classic’s marketing director in X. Now Cano and his team have to look closely at the brand advertisements that make their way onto Meta platforms to prevent eventual errors, which logically translate into the loss of a lot of time.

Meta would like to force advertisers to optimize their ads with AI (despite the errors)

It also seems that the case involving True Classic is by no means isolated.since the post published in X by Bryan Cano generated many reactions, among them that of a marketing consultant who shared an image of a crazy advertisement for the Kirruna footwear brand (disseminated again on Meta platforms). This advertisement, clearly generated with the support of AI, immediately draws attention to a detail that is by no means trivial. The ad in question shows the legs of a woman wearing high boots (a scene that may seem completely normal). However, in an absolutely impossible position (and worthy of a contortionist) one of the woman’s legs faces forward and the other faces back.

Asked about the mistakes made by AI in the advertising that makes its way into its domains, Meta insists in statements to OMR in what Advertisers can always check whether or not they have given the company permission to generate variants of their ads with AI (thus implicitly suggesting that True Classic might have inadvertently enabled this feature.) The parent company of Facebook and Instagram also emphasizes that the AI ​​functions integrated into its advertising platform contribute significantly to improving the performance of advertisers’ campaigns.

It seems, however, that Meta would want to impose AI variants of the ads originally uploaded to its advertising platform on advertisers at all costs. This is what they suggest at least. several posts on Reddit’s “sureddit” dedicated to Fadebook Adswhere several advertisers complain about cases very similar to the one carried out by True Classic. And although, in view of the blunders committed in the name of AI, many advertisers have gone to the trouble of deactivating the functions focused on optimization with artificial intelligence on the Meta advertising platform, they have sometimes seen how the options that they had previously unchecked were magically activated again after a few days.