Google will deploy generative AI to create sophisticated ad campaigns

Google plans to introduce generative AI into its advertising business over the coming months, as large technology groups rush to integrate the leading technology into their products.

According to an internal presentation for advertisers seen by the Financial Times, the Alphabet-owned company intends to start using artificial intelligence to create new ads based on material produced by human marketers.

“Generative AI unlocks a world of creativity,” the company said in the presentation titled “AI-Powered Ads 2023.”

Google is already using artificial intelligence in its advertising business to create simple prompts that encourage users to buy products. However, the integration of the latest AI technology – which also powers the chatbot Bard – means it will be able to produce more complex campaigns similar to those created by marketing agencies.

Depending on the presentation, advertisers can provide “creative” content such as images, video, and text related to a particular campaign. The AI ​​will then “remix” this material to create ads based on the audience you aim to reach, as well as other goals such as sales targets.

One person familiar with Google’s presentation said they were concerned the tool might spread misinformation, because text produced by AI chatbots could confidently announce lies.

This person said, “It’s optimized to convert new customers and has no idea what the truth is.”

Google told the Financial Times that it plans to put persistent firewalls in place to prevent such errors, known as “hallucinations,” when it rolls out its new generative AI features in the coming months.

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The ad traffic comes as big tech companies race to take advantage of generative artificial intelligence, which has emerged in recent months by creating highly sophisticated textures such as text and images in response to human input.

Google last month launched Bard in a bid to acquire ChatGPT from Microsoft-backed company OpenAI, which can type convincing human-like responses to questions and prompts.

The Alphabet-owned company has also integrated generative AI into widely used productivity apps, such as Google’s Workspace, Google Docs, and Gmail.

The new technology will be built into Performance Max, a program offered by Google since 2020 that uses an algorithm to determine where its ads should run and how the marketing budget should be spent, as well as produce simple ad copy.

The advertising industry faces significant headwinds, as companies seek to control costs and increase restrictions on the use of personal data for marketing purposes.

Google’s ad revenue fell 4 percent in the fourth quarter of last year, leaving its parent company, Alphabet, with overall revenue growth of just 1 percent.

The largest social media platforms, which rely on advertising for the majority of their revenue, are racing to use the latest automation technology to attract customers.

Meta, which owns Facebook and Instagram, launched a similar offering to Performance Max last year called Advantage+. It also plans to use generative AI in its advertising systems by the end of the year.

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