Hi and welcome back to another edition of The Keyword.

Meta just built its own AI to make ad images, and it is coming to Advantage+ in the next few weeks. Meta says it works like a designer, reading a brief and turning an advertiser's existing ad into fresh variations.

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Meta built Muse Image, the first image model it made itself, and will start using it to generate ad creative inside Advantage+ in the coming weeks.

Meta's ad tools used to make images with AI models from other companies. Muse Image is Meta's own, built by its Superintelligence Labs team.

Meta says it "understands complex creative briefs like a designer." From an advertiser's existing ad, it generates new backgrounds around the product, full lifestyle scenes, and still images pulled from a video ad, keeping the product intact across every version. Meta says it makes on-brand variations with fewer rounds of edits.

Not all of it is in Ads Manager yet. The Advantage+ image variants are still weeks away, and a matching video model, Muse Video, is only in early preview. What is live now is a room-restyling tool in Meta AI Shopping, where US shoppers drop in a photo of a room and Meta restyles it with real products from a brand's catalog.

Meta is clear about what still decides performance. It says catalog quality directly affects how well these tools work, which points straight back to the product feed. The brands that keep it clean and current get the most out of Muse.

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Advertisers now need to consider how AI use in their ads is disclosed to users, as Google is showing that information directly in “My Ad Center.” Ads created with Google’s AI tools are labeled automatically, while advertisers using third-party AI tools can now declare AI-generated content through a new control.

ChatGPT's ad platform now gives advertisers the audience controls and account tooling that mature self-serve systems run on. Custom audiences let advertisers upload user lists to include or suppress in campaigns, while a new overview tab centralizes account health and optimization tasks.

Creators and publishers who post on social and video platforms can now measure how that content performs in Google Search, giving those without a website a direct view of Search demand for the first time. The new Search Console platform properties cover Instagram, TikTok, X, and YouTube, with reports on clicks, impressions, and traffic across Search, Discover, and News.

Starting August 3, Netflix subscribers in six markets will be able to watch licensed videos from publishers including BuzzFeed, Condé Nast, Hearst, People Inc., Tastemade, and Penske Media brands. Netflix says videos will range from three-minute clips to episodes lasting more than 20 minutes.

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