Google plans to use generative artificial intelligence (AI) in its advertising business to create campaigns automatically. This was revealed in an internal presentation that came to light, according to a report by the Financial Times.
Advertisers would just need to provide some baser materials like text, images, and videos to start an automated process of creating new ads with variations. AI is already used by Google to create appealing titles and phrases for their ads, but this new initiative would allow Google to create campaigns more in-depth.
However, some have expressed concern with the possibility of AI-made campaigns spreading misinformation. It is believed that the system is only meant to get more customers and doesn’t necessarily check for accuracy or truth behind the advertising. In response, Google has said it plans to implement guardrails to prevent unwanted errors as the technology is rolled out.
As a part of Performance Max, launched in 2020, Google also utilizes algorithms to create and deploy ads. This program comes at a time when businesses have had to tighten their budget, restricting the usage of personal data in the process. Google itself has seen a 4% dip in ad revenue in the fourth quarter of 2020.
For the tech giant, this isn’t their first move into AI. Microsoft has heavily invested in ChatGTP technology to incorporate AI into many of their services and products. Meanwhile, Google has taken steps into machine-generated ads with Bard, an AI writer and a rival to ChatGPT.
As Google has become more involved with AI and AI-powered services, they appear to be integrating machine-published ads and campaigns into most of their tools and services. This could prove to be beneficial for businesses who need to reach a larger audience and have their ads seen more easily.
