Google will offer customers artificial intelligence tools to “remix” the content of advertising campaigns: the report

The next target of Google’s AI rush is the company’s advertising business, according to a report from Google Financial Times.

Citing a presentation shown to the company’s advertising clients, the FT He says that Google will enhance its advertising programs with generative AI this year. The presentation describes how customers will be able to feed content such as text, image and video into Google’s artificial intelligence systems which will recombine it to create ads based on goals such as audience and sales goals.

the FT He says the tools will likely be integrated into Google’s Performance Max software, which provides an overview of clients’ campaigns. Notably, Performance Max already uses machine learning to allocate ad spend, but currently only makes strategic recommendations (such as setting budgets when bidding for ad space). The main difference is that these new updates will deal with creative content used directly in ads.

However, this new approach may have new risks. Generative AI systems such as text generators are notorious for introducing errors and replicating biases found in their training data. A person familiar with the presentation said to FT They were concerned that Google’s artificial intelligence might introduce factual errors into ad campaigns. “He is optimized to convert new customers and has no idea what the truth is,” said the individual. Google said FT In response, guardrails will be introduced to try and protect against this possibility.

Despite Google’s assurances, it is unlikely that the company will be able to fully protect its new AI products. Technology is developing rapidly, and ways to reduce errors (or “hallucinations”) are still in their infancy. Google is also rushing to catch up with its competitors and, in its haste, has been making huge mistakes. When the company revealed its experimental chatbot Bard, for example, the system made a factual error in its first-ever demo. A recent report from bloomberg He also highlighted how the company’s rush to release AI tools means it ignores warnings about reliability and ethics.

Despite this, Google is under pressure on many fronts. The startup space is crawling with companies offering AI systems to drive ad work, while established companies from Microsoft to Canva are already offering AI tools to “remix” creative content. Meanwhile, Google’s biggest competitor in online advertising and owner of Facebook and Instagram Meta, As you plan to submit Generative AI advertising tools later this year.