Google plans to embed generative artificial intelligence (AI) technology into its advertising business over the next few months, according to a report from the Financial Times which referred to an internal presentation.
Reported within the presentation, the introduction of generative AI to Google Ads will be to create ‘novel’ advertisements. Advertisers can supply their own creatives relating to an advertisement, including images, video or text, and the AI will combine this material to generate ads targeted towards a specific audience and create sales goals for the campaign.
The news comes only a few weeks after Google launched Bard, its own chatbot designed to compete with Microsoft’s ChatGPT. This latest move from Google could signal another attempt to gain some market share in the battle for AI superiority.
AI’s rapid growth in popularity and the subsequent expansion of its technical development has some concerned about its broader societal impact. The FT reported that Google will account for these issues by incorporating safeguards to prevent issues like disinformation, phishing attempts and cybercrime.
“The quality of what customers put in is what they will get out”
Sam Richardson, Customer Engagement Consultant at Twilio said of the news: “Google’s rush towards AI is a major indication that this is where the ad industry is heading – but the success of generative AI will depend on how companies use it. The biggest gains will be achieved by those who use these powerful tools (alongside a customer data platform) to better automate personalisation and deliver tailored experiences to customers in real-time.
“However, with great power comes great responsibility. Any organisations adopting AI and machine learning to power their personalisation efforts must ensure that their AI/ML models are trained on high-quality data and are aligned with their customers' preferences and values, as well as acquired with user-consent. The quality of what customers put in is what they will get out.”