Google Ads will now allow advertisers to automatically generate advertisements on the platform using Large Language Models (LLMs) and generative artificial intelligence (Gen AI). Dan Taylor, the Vice President of Global Ads at Google, announced this latest development during a recent visit to India.
Advertisers and businesses will now be able to effortlessly auto-generate ads on the platform. After providing it with a business prompt, the system employs Gen AI to create in-depth and insightful campaign workflows. These fresh and captivating creatives will use information gleaned from approved headlines, high-performing queries and the advertisers’ landing pages.
The impact of AI on marketing and sales should never be underestimated, as a recent McKinsey study emphasized. Dan Taylor spoke about Gen AI tools which were introduced during Google I/O held on May 10 this year for marketers and advertisers like Performance Max, and how brands like Myntra, Samsung, HDFC, and Tata AIG saw an astonishing 18 per cent higher conversions by adding AI to their marketing mix. Performance Max combines Google’s AI technologies across bidding, budget optimization, audiences, creatives, attribution, and more.
During the annual Google I/O conference in May, the company launched AI tools tailored for small-scale businesses, aiming to empower Indian businesses in adopting digital marketing. One of their innovations is Google Products Studio, which enables businesses to create customized product images without photo shoot expenses.
According to Dan Taylor, as the AI-powered landscape rapidly evolves, businesses are not merely competing with one another but also with AI technologies. In that context, the agility of AI tools has become a key differentiator for several marketers. Moreover, generative AI’s potential extends beyond the realm of advertisements, as news publishers have also embraced its advantages.
However, amid the rise of AI and AI-led marketing, Google retains a strict privacy-first approach. Taylor highlighted a comprehensive survey with 16,500 individuals across 11 Asia-Pacific markets, which revealed that 8 out of 10 consumers viewed the security and privacy of their personal information as extremely important. Taylor emphasized the fact that 70 percent of these consumers would stop engaging with a brand after a violation of their trust around data and believed that this was a real consumer concern.
Google is evidently taking this realization very seriously. Just days before the government introduced the Digital Personal Data Protection Bill, Google announced enhanced privacy features like Privacy Sandbox for web and Android along with generative capabilities for its ads business. According to Taylor, their Sandbox initiative balances people’s privacy with the business’s interest.
What’s more, Google is constructively engaging with the EU Commission to address their concerns around Google’s ads business in order to avoid any future conflict of interest between consumers and advertisers.
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