Google Will Offer Ad Clients A.I.generated Marketing Campaigns Similar To Ones Created By Humans At Agencies

Google Will Offer Ad Clients A.I.generated Marketing Campaigns Similar To Ones Created By Humans At Agencies
Sundar Pichai, CEO of Google and parent company Alphabet. © David Paul Morris — Bloomberg via Getty Images Sundar Pichai, CEO of Google and parent company Alphabet.

Google will soon offer advertisers the ability to make better use of artificial intelligence, this time not only to improve ads, but also to create them.

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Advertisers will be able to provide creative content (text, images, and video) and generative AI will “remix” the content to produce personalized ads based on target audience and sales goals. AI-generated campaigns will be similar to what a marketing agency might produce.

This was reported by the Financial Times, which reported yesterday that it had seen Google's internal presentation to advertisers.

Asked about Fortune 's report, Google spokesperson Farrell Sklerov said, "We continue to explore how AI can transform advertisers' existing assets to make their campaigns have the greatest impact."

He noted that AI is the foundation of Google's advertising business. For example, the company uses artificial intelligence to suggest text in Google ads to customers, predict how often Google users will click, and match advertiser bids to user queries.

But with AI-powered advertising campaigns, technology will be more involved in content creation. Asked by Fortune whether this ability could hurt marketing agencies that advertisers might turn to, Sklerov said:

"In fact, we're seeing many agencies already adopting existing AI solutions like bidding, targeting, and creative, so we continue to be excited about what's in store for everyone in the advertising ecosystem."

Earlier this month , Insider ranked advertising as the area with the highest risk of job losses for artificial intelligence.

Another potential problem is with "hallucinations", where AI chatbots like Google's Bard and OpenAI's ChatGPT are just making things up. For example, Bard recently published a book on Inflation That Doesn't Exist, which was seen on Sunday's 60 Minutes .

Since ad creative content is auto-generated, that's not a problem, Sklerov told Fortune , because it's based on the advertiser's existing assets, which means inaccurate information from other sources are less likely to appear online. (Google also told the Financial Times that it plans to install firewalls to prevent real-world bugs.)

There is no doubt that AI tools can perform very complex jobs, whether in advertising or elsewhere. A professor from the Wharton School of Business at the University of Pennsylvania recently conducted an experiment to see what artificial intelligence tools could achieve when they only had 30 minutes to complete a business project, describing the results as "miraculous". The song, which went viral on Spotify and Apple Music and was supposed to be a collaboration between Drake and The Weeknd, turned out to be produced by AI and was pulled from platforms this week. A German artist recently won a major photography prize for using an AI-generated image instead of a real camera (the prize was turned down).

Facebook owner Meta also plans to provide generative AI tools to advertisers, according to a Nikkei interview published earlier this month with Meta director Andrew Bosworth. Bosworth told Japanese media that advertisers will be able to have AI "create images for my business that work with different audiences," saving "a lot of time and money."

This story originally appeared on Fortune.com

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