le incorporates generative AI in ad campaigns
Google will integrate generative artificial intelligent into its advertising business within the next few months. It joins other major tech firms in adopting this technology. According to an internal presentation given to advertisers, obtained by the Financial Times, Alphabet plans on using AI in order for it create unique ads based on materials provided by marketers.
AI-powered advertisements 2023. The presentation titled “AI powered ads 2023” describes how generative AI offers new creative possibilities. Google uses AI to encourage its users to purchase products. However, the introduction of Bard, which is powered by generative AI and also Google’s AI advertising, will allow for more sophisticated campaigns similar to those created by marketing agencies.
How it works. The presentation states that advertisers can provide creative content, such as videos, images, and text, related to a particular campaign. The AI will then “remix” this material to create ads that are targeted at specific audiences, and achieve objectives, like sales targets. There are some concerns about the tool spreading misinformation as AI-generated texts can confidently state falsehoods.
A person familiar with the presentation said that the AI was optimized to convert new customers, and did not understand truth. Google told the Financial Times it would implement strict safeguards in order to prevent these errors or “hallucinations” as it launches its new AI features.
AI is hot right now. This comes at a time when tech giants are increasingly interested in generative AI, which is able to produce sophisticated content such as images and text in response human input. Google launched Bard in October to compete against Microsoft-backed OpenAI ChatGPT, which is a chatbot that can generate convincingly human responses.
Alphabet has also integrated generative AI in widely used applications such as Google Workspace and Google Docs. The new technology is being integrated into Performance Max by Google, which has been offered since 2020 and uses an algorithm for determining ad placements, budget allocations, and the creation of simple ad copies.
Why we care. Google’s integration generative AI in its advertising business could lead to increased creativity and sophistication of ad campaigns. AI-generated ads can help advertisers reach specific audiences, and meet their objectives. This technology can improve conversion rates and marketing strategies. Businesses will gain a competitive advantage in the changing digital advertising landscape.
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