Google has announced plans to use its Gemini AI platform to try to revolutionize online advertising for businesses.
This move is an important step in the direction of using generative AI to improve the effectiveness and profitability of ads, and promises to offer a much more agile creation process.
After testing Gemini-powered ads, the company has announced the launch of its new conversational experience in Google Ads for customers in the UK and US, effective immediately.
Google bets on AI-powered ads
The company hopes its customers can create better search campaigns using a more natural and conversational chat input. The workflow is designed to be intuitive, fast and effortless, as summarized in the announcement:
“All you need to get started is your website URL and Google AI will help you create optimized search campaigns by generating relevant advertising content, including creatives and keywords.”
According to Google's internal data, small business advertisers using the Google Ads conversational experience are 42% more likely to run search campaigns with “good” or “great” ad strength, resulting in more conversions.
In the coming weeks, the tool will be rolled out to more English-speaking customers, and to other languages in the coming months.
To promote transparency, Google has implemented invisible watermarking technology powered by SynthID to identify generative images generated by AI. The images' metadata will also confirm their AI origins.
Undoubtedly a tool with immense potential for its clients, Google's use of artificial intelligence in its advertising business has been questioned in recent weeks. It was speculated that a round of layoffs in the business was the result of increased efficiency, thanks to AI.
Earlier this month, it was noted that “a few hundred” jobs were at risk, although Google told us this was just part of its normal hiring and firing process.
