At this year's Google Marketing Live, held on May 23, Google announced several new features aimed at modernizing its marketing and advertising tools through the use of generative artificial intelligence.
The goal is to simplify campaign and ad management for advertisers, improve the relevance of automatically generated content, and offer new opportunities to grow businesses.
The main innovations announced include:
• Google Ads, which will introduce a guided AI-based conversation for campaign creation and optimization, capable of suggesting text, images, and essential assets in response to advertisers' questions. It will also be able to autonomously create assets such as keywords, titles, descriptions, and images based on landing pages.
• Performance Max, which will integrate generative AI to simplify the expansion of personalized assets and proposals for relevant text and images, in order to achieve better performance.
• Search Generative Experience, which will test new native advertising formats to better integrate with generative AI-based experiences. For example, contextual and personalized ads based on users' queries and needs.
• Product Studio, which will leverage generative AI to help merchants create unique and exclusive images for their products quickly and easily, even starting from existing photos.
All of these innovations aim to make the use of advertising on Google more "intelligent," with greater relevance, simplicity, and opportunities to optimize and improve campaign and ad performance.
Here are several benefits that Google's artificial intelligence can bring:
• Improves the accuracy and personalization of results and recommendations. Thanks to AI, Google Search can better understand search intentions and provide more useful and relevant results. Services like Gmail and Google Maps are also constantly improved by AI.
• Increases the efficiency and automation of some features. AI allows services like Google Assistant to answer questions and perform actions autonomously, saving time for users.
• Enables new functions and services. Thanks to AI, Google has created innovative services like instant translation, automatic responses to Knowledge Graph questions, and images generated by Imagen.
• Provides security and protection features such as spam, phishing, and dangerous content recognition.
• Overcomes limits and barriers, such as the ability to understand and analyze an ever-increasing volume of data and content.
Google wants to become an increasingly strategic partner for advertisers through guided conversations and "intuitive" AI suggestions based on historical campaign data and the content of their websites, and sees artificial intelligence as the key to constantly improving all of its products and services, providing users with an increasingly useful, relevant, and personalized experience. But it wants to do so in the most ethical, safe, and responsible way possible.
After all the benefits, there are of course also numerous risks in the use of artificial intelligence in Google products, the main ones being:
• Biases and imperfections in algorithms. Despite Google's efforts, its AI systems can still show gender, race, and other undesirable biases.
• Privacy and security issues. Despite strong security measures, user data stored by Google can be subject to violations and abuse.
• Dependence on AI algorithms. There is a risk that Google's AI algorithms' decisions become too pervasive and significantly influence society in unpredictable ways.
• Unemployment and changes in the world of work. AI could replace some human jobs, causing unemployment.
• Use for harmful purposes. There is a risk that AI could be used for harmful purposes such as mass surveillance or automated warfare.
In summary, despite the benefits, it is essential that Google and other companies continue to monitor and mitigate these risks as AI matures and becomes more pervasive. Ethical and responsible AI management remains a significant and evolving challenge.
It remains to be seen how these innovations will be implemented and integrated in the months and years to come, but they offer interesting insights into the direction advertising on Google is taking.
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