Google is reportedly planning to use generative artificial intelligence (AI) in its advertising operations, according to an internal presentation cited by the Financial Times. The technology will allow the company to produce more advanced campaigns using materials created by human marketers. Google already uses AI to generate prompts that encourage users to make purchases, but the addition of generative AI will enable the company to create more innovative advertising content.
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The technology will be integrated into Google’s Performance Max program, which has been in operation since 2020. The algorithm will determine the most effective ad placement and budget allocation, as well as generating simple ad copy. As search ads are the primary source of revenue for Google, the move could help boost the company’s advertising revenue, which saw a decline of 4% in the last quarter of 2020.
Other major social media platforms that rely on advertising for revenue are also investing in automation technologies to attract clients. Advertisers will be able to provide creative content including imagery, video and text for specific campaigns.
