Google will soon allow advertisers to use artificial intelligence (AI) not only for ad optimization but also for ad creation. Advertisers will be able to provide Google with text, images, and videos, and generative AI will ‘remix’ the material to create customized ads based on the target audience and sales goals.
AI-generated campaigns will be similar to those that a marketing agency could produce, according to the Financial Times, which had access to an internal Google presentation for advertisers.
– We continue to explore how artificial intelligence can further transform existing advertiser assets to make their campaigns as effective as possible – said Google’s spokesperson Farrell Sklerov to Fortune.
He noted that artificial intelligence is the foundation of Google’s advertising. For example, the company uses AI to suggest text in Google Ads for clients, predict the rate at which Google users will click on them, and to match advertisers’ offers with user queries.
However, with ad campaigns generated by artificial intelligence, technology would be even more involved in content creation, which could potentially harm marketing agencies that advertisers might otherwise turn to.
– In fact, we see many agencies embracing existing AI solutions such as bidding, audience targeting, and creativity, so we are still excited about what the future holds for everyone in the advertising ecosystem – added Sklerov.
Superhuman tools and their results
Insider once called advertising a field at the greatest risk of job loss due to the rapidly advancing development of artificial intelligence. Another potential concern is the so-called hallucinations, or frequently seen scenarios in which Google’s Bard or OpenAI’s ChatGPT simply make things up and provide us with inaccurate information.
