Meta has introduced a new AI-driven feature that automatically generates alternative backgrounds for product images. While the idea aligns well with the broader push toward AI-assisted creative (see our take on this), the execution is still early-stage. The feature functions as an all-or-nothing setting at the catalog level, not per product, giving advertisers little control over what items receive AI treatment. Meta generates three background variations, but marketers don’t choose which version runs; the system selects the option it believes will perform best. To add to the challenge, the tool isn’t available in all catalogs yet.
The limitations are hard to ignore. The backgrounds themselves are fairly generic — lacking seasonal relevance, brand nuance, or localized context. There’s no control over which background styles are used, no way to enable the feature for only certain products, and no ability to match imagery to specific merchandising moments. For advertisers who rely heavily on precision and creative consistency, the current iteration offers more novelty than strategic value.
Still, the direction is promising. Meta experimenting with AI-generated creative signals a future where catalog images could be dynamically tailored to seasons, audiences, or campaign themes. Even if today’s version feels limited, it marks the beginning of a shift toward more flexible, AI-enhanced product media. The next wave of updates may be where the real opportunity emerges.
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