Google plans to bring generative artificial intelligence to its advertising business in the coming months as Big Tech groups rush to incorporate the disruptive technology into their products.
According to an internal presentation to advertisers seen by the Financial Times, the Alphabet-owned company intends to start using AI to create new ads based on material created by human marketers.
"Generative AI is unlocking a world of creativity," the company said in a presentation titled "Ads Powered by Artificial Intelligence 2023."
Google already uses AI in its advertising business to create simple calls to action that encourage users to buy products. However, the integration of its latest generative AI, which also powers its Bard chatbot, means it will be able to produce much more sophisticated campaigns similar to those created by marketing agencies.
According to the presentation, advertisers can deliver "creative" content such as images, video and text related to a specific campaign. AI then “remixes” this material and generates ads based on the audience it wants to reach, as well as other goals such as sales goals.
One person familiar with Google's presentation said they were concerned the tool could spread misinformation because the text produced by AI chatbots could confidently state falsehoods.
"It's optimized to convert new customers and has no idea what the truth is," the person said.
Google told the FT that it plans to put in place strong guardrails to prevent such errors, known as "hallucinations", when it rolls out its new generative AI features in the coming months.
The ad move comes as big tech companies race to harness generative artificial intelligence, which has gained traction in recent months by creating highly sophisticated material such as text and images in response to human input.
Google launched Bard last month in an attempt to take on Microsoft's OpenAI-backed ChatGPT, which can write convincingly human responses to questions and prompts.
It has also recently integrated generative artificial intelligence into its widely used productivity applications such as Google Workspace, Google Docs and Gmail.
The new technology will be built into Performance Max, a program offered by Google starting in 2020 that uses an algorithm to determine where ads should appear and how marketing budgets should be spent, as well as creating simple ad copy.
The advertising industry is facing significant headwinds as businesses struggle to control costs and restrictions on the use of personal data for marketing purposes increase.
Google's ad revenue fell 4 percent in the final quarter of last year, leaving its parent company Alphabet with total revenue up just 1 percent.
The biggest social media platforms, which rely on advertising for most of their revenue, are trying to use the latest automation technologies to attract clients.
Meta, which owns Facebook and Instagram, launched a similar offering 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.
Post a Comment
you have any problem , please let me know.