It was reported that Google plans to introduce generative artificial intelligence technology in its advertising business in the next few weeks, further embedding the technology into more products.
Google plans to use artificial intelligence to generate novel ads based on material produced by human marketers, according to internal documents it provided to advertisers.
“Generative artificial intelligence is unlocking a world of creativity,” reads the document, “AI Advertising 2023.”
Google already uses artificial intelligence in its advertising business to generate simple prompts that encourage users to buy its products. But incorporating this latest technology, which is already in use in Bard’s chatbot, allows for more sophisticated ad content that can even rival professional content produced by ad agencies.
According to the document, advertisers can provide “creative” content such as relevant images, videos and texts for a specific publicity strategy, and then artificial intelligence can mix and match these materials to create advertisements based on target audiences or sales goals.
Because of the assertiveness with which artificial intelligence chatbots can state misinformation, they fear the tool could spread disinformation, according to people familiar with the matter.
“Its optimization goal is to convert new customers, but it doesn’t know what the truth is,” the person said.
Google, for its part, said it plans to roll out new generative AI features in the coming months with safeguards to avoid such mistakes.
Google’s move comes as tech giants scramble to develop generative artificial intelligence. The technology has gained traction in recent months due to its ability to produce extremely complex text and graphic content at the behest of humans.
Google released Bard last month, hoping to challenge ChatGPT developed by OpenAI. The latter has support from Microsoft.
Google has also recently integrated its generative artificial intelligence technology into its widely used office products such as Workspace, Docs and Gmail.
Google will integrate this new technology into Performance Max. The latter, which the company launched in 2020, can use algorithms to decide where ads should be placed, calculate specific marketing budgets, and generate simple ad copy.
The advertising industry faces significant headwinds as companies look to control costs and face increasing restrictions on the use of users’ personal data for marketing messages.
Google’s ad revenue fell 4% in the fourth quarter, dragging parent Alphabet’s total revenue up just 1% for the quarter.
All the top social media platforms use advertising as their main source of income, so they are scrambling to use this latest artificial intelligence technology to attract customers.
Meta, the parent company of Facebook and Instagram, launched Advantage+ last year, a service similar to Performance Max. The company is also preparing to apply generative artificial intelligence technology to its own advertising system by the end of the year.
