Google makes a rapid move with generative AI: how will it impact marketers?

AI has become an essential component of the digital ecosystem in the last year, particularly since the launch of ChatGPT. From Microsoft to Snapchat, industry titans are developing new AI features for their platforms.

Among them, Google, the world's top seller of online ads, has introduced multiple new AI features for its platforms and tools to improve the user experience. Google has been using AI programmes for years to assist their clients in sharpening ad targeting.

And Google is getting serious about it, especially now that the AI trend has taken off in the industry.

Recently, in its Marketing Live event for advertisers, Google announced a range of new generative AI tools. It includes AI-powered ad creation tools, which marketers use within Google Ads, customized search ads based on website text, and more.

Along with it, Google also revealed its plans for running search and shopping ads within its conversational AI experience in search via Search Generative Experience (SGE) in the United States.

AI-powered ad creation tools:

Google has launched a new "product studio" that uses AI to generate ads and image enhancements. Google's AI ad creation tool is similar to Meta's in that marketers can alter images by chatting with the machine using text-to-image prompts. It will allow advertisers to create background visuals and remove backgrounds for their product shots.

Marketers can interact with Google Ads in the same way that consumers interact with Google's generative search, using the ad platform to reply to instructions and tweak ad copy and images.

According to Google, merchants in the US will be able to access these new tools in the coming months.

Customized search ads:

This new option will summarise website content and generate ad variations based on the text on brands' websites. This may help deliver greater personalization and relevance within search ads while also utilising the specific language brands have presented on their website, which may help drive more interest.

Google also talked about how it plans to modify its Search ads to coincide with new generative search experiences.

As AI takes centre stage, tech giants are fiercely working on it. And to gain a competitive advantage, everyone is delving deeper into discovering and developing new generative AI use cases.

With Google’s Bard lying behind in the AI war on one side, the company has come up with something interesting this time for marketers.

It is undeniable that marketers are already concerned about how the new Google AI-powered search will alter the search experience for users and how they may need to change their marketing strategy to appear right in front of their target audiences.

But at this point, Google's announcement of new AI-powered tools sounds promising and will undoubtedly benefit marketers.

Here is how:

AI-powered ad creation tools:

The new AI-powered ad creation tools will help marketers quickly generate multiple versions of creatives in a short time.

Being able to generate new backgrounds, remove backgrounds, or improve the quality of low-resolution images will add incredible convenience to marketers. Because creating a completely new image is not needed in most cases. Whereas they would be required to enhance the existing visual assets. Now, with the generative add-ons, Google is making it easier for marketers. Besides, it will maximize the use of existing assets.

This way, they can speed up creating multiple versions of creatives with simple prompts and A/B test multiple variants to make their content stand out in user feeds and improve the campaign's performance.

Customized search ads:

Creating relevant ads is of the utmost importance for marketers to make them resonate well with audiences and generate a positive response. Be it creating effective headlines, descriptions, or images for the campaigns.

With the new customized search ads option, marketers will be able to create ads that closely match the audience’s query, which, in turn, could probably increase the chances of users clicking the ads.

On the other hand, this will significantly reduce the manual effort required to manage and optimize search ad campaigns.

And if it proves to be a successful method of advertising, marketers can use this efficiency to scale up their campaigns and achieve better results with fewer resources.

Overall, from Google’s AI-related announcement in its Marketing Live event, it is clear that the tech giant is trying all ways possible to leverage the efficiency of AI for users and marketers’ convenience. In other words, Google is leaving no stone unturned to make its platform indispensable to pour ad dollars into.