Google announced on Wednesday (14th June 2023) that it will introduce two innovative artificial intelligence(AI)-based functionalities for advertisers.
These features will utilize AI algorithms to autonomously identify the most optimal ad placements for brands across Google's various services.
In recent months, artificial intelligence (AI) has significantly influenced the tech industry, with companies like Google creating advanced chatbots capable of engaging in open-ended conversations with users. The integration of AI in advertising has also been on the rise as it plays a crucial role in generating revenue for these companies.
Although Google has previously introduced AI tools for advertisers, it is now leveraging this technology to assist brands in attaining more precise objectives for their advertisements.
Google is introducing a new feature called Demand Gen, which will utilize artificial intelligence (AI) to strategically position photo and video ads for advertisers across various products, including Gmail, the YouTube feed, and Shorts—a short-form video platform competing with TikTok.
This AI-driven capability eliminates the need for advertisers to manually determine ad placements.
Instead, the technology aims to identify visually captivating and immersive locations for ads, as stated by Vidhya Srinivasan, Google's Vice President and General Manager of Advertising.
Google's second new feature will employ artificial intelligence (AI) to identify optimal ad placements, aiming to maximize the viewership of a brand's video ads, according to Google's statement. Initial tests of this tool have demonstrated that brands witnessed an average increase of 40% in video views.
By leveraging AI to handle the labor-intensive aspects of advertising, advertisers can allocate more attention to refining their marketing strategies and crafting compelling narratives, thereby enhancing their overall focus, as highlighted by Srinivasan.
Source : Reuters
