Google to deploy generative AI to create sophisticated ad campaigns

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Enlarge / The integration of its latest generative AI, which also powers its Bard chatbot, means Google will be able to produce far more sophisticated campaigns.

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Google plans to introduce generative artificial intelligence into its advertising business over the coming months, as Big Tech groups rush to incorporate the groundbreaking technology into their products.

According to an internal presentation to advertisers seen by the Financial Times, the Alphabet-owned company intends to begin using the AI to create novel advertisements based on materials produced by human marketers.

“Generative AI is unlocking a world of creativity,” the company said in the presentation, titled “AI-powered ads 2023.”

Google already uses AI in its advertising business to create simple prompts that encourage users to buy products. However, the integration of its latest generative AI, which also powers its Bard chatbot, means it will be able to produce far more sophisticated campaigns resembling those created by marketing agencies.

According to the presentation, advertisers can supply “creative” content such as imagery, video, and text relating to a particular campaign. The AI will then “remix” this material to generate ads based on the audience it aims to reach, as well as other goals such as sales targets.

One person familiar with Google’s presentation said they were worried the tool could spread misinformation, because text produced by AI chatbots can confidently state falsehoods.

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