Google is set to revolutionize its advertising business by introducing generative artificial intelligence into its platform in the coming months. The AI will use materials provided by human marketers to create unique and customized ads that target specific audiences and meet campaign objectives. The new technology will be integrated into Performance Max, a program launched in 2020 that already uses algorithms to determine ad placement, budget allocation, and simple ad copy creation.
In a presentation called “AI-powered ads 2023,” Google explained how generative AI technology opens up new possibilities for creativity in advertising. With this new technology, advertisers can submit images, videos, and text related to a campaign, which the AI will then “remix” to generate ads that meet the campaign objectives, such as sales targets.
However, there are concerns that AI-generated text may spread misinformation as it can confidently assert falsehoods. Nonetheless, Google assures its users that it will implement strict safeguards to prevent such errors as it rolls out its new generative AI features.
The integration of generative AI into Google’s advertising business offers advertisers the potential for increased creativity and sophistication in ad campaigns. By utilizing AI-generated content, advertisers can benefit from customized ads that target specific audiences and help meet objectives, such as sales targets. This technology can lead to improved conversion rates and more effective marketing strategies, giving businesses a competitive edge in the evolving digital advertising landscape.
In addition, Google is also testing the integration of AI into the Google Ads interface, allowing brands and marketers to create responsive search ads (RSAs) using suggested headlines and descriptions. However, it remains to be seen if the two features are related.
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