Google Will Use Generative AI for Enhanced Ad Campaigns

Big Tech groups are rushing to incorporate groundbreaking technology into their products. Google, too, plans to incorporate generative AI into its advertising business in the coming months. The Alphabet-owned company is reportedly planning to start using AI to create new ads based on material produced by marketers.

Also See: SunGreenH2 Receives $1.5 Million Investment

Maximum Performance Campaigns

Google already uses AI in its advertising business to create simple prompts that encourage users to buy products. However, the integration of its latest generative AI, which also powers the Bard chatbot, means it can produce much more complex campaigns that resemble those created by marketing agencies.

According to the presentation, advertisers can provide "creative" content such as images, videos and text relevant to a particular campaign. The AI can then reorganize this material to create ads based on the audience it aims to reach and other goals, such as sales targets. One person familiar with Google's presentation said he was concerned that the tool could spread misinformation because text generated by AI chatbots can confidently state falsehoods. "It's optimized to convert new customers and has no idea what the truth is." the person said.

How did Google launch Bard last month? It launched it to take over Microsoft-backed OpenAI's ChatGPT, which can write convincingly human-like responses to questions and prompts. And more recently, the maker has integrated AI into widely used productivity apps such as Google Workspace, Google Docs and Gmail. The new technology has developed work to determine where ads should run, how marketing budgets should be spent, and to create simple ad copy. This work will be embedded in the algorithm-related program Maximum Performance.

The biggest social media platforms, which rely on advertising for the bulk of their revenue, are trying to use the latest automation technologies to attract customers. Meta, which owns Facebook and Instagram, launched an offering similar to Performance Max last year called Advantage+. It also plans to use generative artificial intelligence in its advertising systems by the end of the year.