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Artificial intelligence has been fundamental to Google’s advertising for decades, but often in ways imperceptible to marketers. At its annual marketing conference today, Google Marketing Live, the search giant rolled out a variety of products that brings AI, particularly generative AI, to the forefront, as industry buzz heightens over the technology.
Google is introducing a chatbot that will help advertisers devise search campaigns, its first marketer-facing chatbot technology. The company is also rolling out a suite of image generating tools called Product Studio, which can generate scenes with text-to-image AI generation, remove backgrounds and increase the resolution of images.
Generative AI will also play a greater role in existing AI-driven products. Performance Max, which already uses AI to find the best Google media to place an ad, will give marketers generative AI tools to tailor the assets they input into Performance Max.
Automatically Created Assets, an existing tool that helps creates copy and images for a brand from their website and existing ads, will get a boost from generative AI on the back-end, helping the technology “think” more and likely giving marketers more options to choose from.
Google has been working to make its AI technologies more visible to consumers, not just marketers. Earlier this month, at its developer conference Google I/O, the company unveiled Search Generative Experience (SGE), which brings a more chatbot-like experience to traditional search.
Google is experimenting with adding shopping ads and other formats within SGE—for now, ads will appear in this format without marketers explicitly designating that they want their ads to appear in SGE, and marketers won’t know whether their ads appeared in SGE post-campaign, Google executives told reporters at a briefing yesterday. Microsoft is currently taking a similar approach, not letting marketers tailor ads to their new chatbot Bing experience, the company said earlier this month.
Google’s new product launches come at a time when hype around AI has reached a fever pitch. Many companies, especially in the tech sector are announcing new generative AI features, including Meta, which unveiled new ways for marketers to use generative AI to make ad creative earlier this month. Meta’s new products also include tools to change the background of images.
