Google is already thinking about artificial intelligence to do what it does best: advertising

Google is on its toes with artificial intelligence. While Microsoft accelerates and does not stop launching products based on these models, the Mountain View company has barely launched Bard and has done so in the midst of an internal crisis. That does not mean that those responsible are standing on their hands.

From generating images to generating… publicity? An internal presentation to which the economic newspaper has had access Financial Times reveals how Google “intends to use artificial intelligence to create new ads based on materials produced by human commercials.”

The next ad creative is an AI. That report talks about how “generative AI is unlocking a world of creativity,” and how advertisers can supply content like images, text, and video and let AI “remix” them to generate audience-based advertising to the one you want to go to. Not only that, they also talk about how those AI-generated ads can be matched to sales targets.

Beware of hallucinations. The problems that these models have shown are obvious. A source close to the company mentioned that this type of model “is optimized to convert new customers and has no idea what the truth is.” Google pointed out in FT that when it rolls out new generative AI options in the coming months, it will put up barriers to prevent such errors, known as hallucinations.

Max Performance. Google has already begun to integrate certain generative artificial intelligence systems into its office applications, and now it will do the same in Performance Max, a program that they have offered since 2020 and in which an algorithm determines where the ads should be displayed and how the advertising should be done. expenditure of the advertising budget.

a logical step. For Google, this approach seems logical: it lives on advertising, and trying to strengthen its offer in this regard with the help of AI is reasonable. The company lost almost 2% of ad revenue in the last quarter of the year, and solutions like these could help get this crucial revenue stream back on track.

Image: thomas hawk

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