Meta Platforms, the parent company of Facebook and Instagram, said on Tuesday it was expanding its suite of generative AI ads products to offer tools that can automatically create variations of images and overlay text atop them.

The tool will launch in test form without the watermarks the social media company is applying to all images generated by its user-facing Meta AI assistant, which it has touted as a key safety feature, Reuters reported.

John Hegeman, Meta’s head of monetization, said the company was still working through how labeling would work for ads and would share guidelines by the time the tool rolls out globally, likely around the end of this year.

The announcement comes as Meta is pumping billions of dollars into building and supporting its generative AI models, while trying to convince advertisers they can get more bang for their buck by automating the work involved in creative aspects of their campaigns.

Fellow digital ads giant Google announced a similar expansion of AI ads tools in February. Google said ads created using its tools would be labeled using the SynthID watermarking technology developed by its AI research lab, DeepMind.