In a recent development, Google Ads is introducing an automatic advertisement generation feature, as disclosed by Dan Taylor, Google’s Vice President of Global Ads. The innovative functionality utilizes Large Language Models (LLMs) and generative artificial intelligence (Gen AI) to develop campaign workflows from business prompts provided by marketers.
“This innovation essentially draws from the advertisers’ approved landing pages, top-performing queries, and headlines to devise entirely new creative campaigns,” Taylor explained during his recent visit to India.
A study by McKinsey underscores the extensive revenue impact AI has on marketing and sales, outpacing other sectors.
At the Google I/O event, held on May 10 this year, Taylor discussed the new Gen AI tools, including Performance Max, created for advertisers and marketers. Brands such as Myntra, Samsung, HDFC, and Tata AIG reportedly experienced up to 18% increase in conversions after incorporating AI into their marketing strategy.
Performance Max integrates various Google AI technologies, including bidding, budget optimization, audience segmentation, creatives, attribution, and more, to enhance campaign performance.
Amid escalating global privacy regulations, Google reemphasized its commitment to user privacy. Taylor quoted a recent survey indicating that 80% of 16,500 participants from 11 Asia-Pacific markets highlighted the significance of online privacy and personal data security. He stated, “In fact, 70% of these consumers would discontinue brand interaction upon a breach of trust related to their data. So, this concern is quite real.”
Before the introduction of the Digital Personal Data Protection Bill in parliament, Google launched improved privacy features, such as Privacy Sandbox for web and Android. These initiatives aim to harmonize privacy with business interests, creating a secure environment for both users and marketers.
The Google executive further remarked on the company’s ongoing discussions with the EU Commission to address any concerns surrounding Google’s ad business and prevent conflicts of interest between consumers and advertisers.
Though the public discourse around AI seems recent, Taylor said, “We’ve been creating AI tools that assist both consumers and businesses for more than a decade.” He further emphasized the significance of AI tools for scaling small businesses, especially in the context of the burgeoning Indian digital economy.
Free tools like the Google Products Studio are now available for businesses to create bespoke product images without incurring high costs associated with professional photoshoots.
As the internet economy is poised to grow sixfold to $1 trillion in the coming decade, Taylor expressed that businesses are in a race with other AI-empowered marketers, not the AI itself. He ended by mentioning that news publishers are also starting to harness the potential of generative AI, particularly in terms of content creation and optimization.