Apple is testing a new AI-powered tool to assist app advertisers in promoting their products on the App Store. To help advertisers meet their goals, the new AI ad performance tool can identify the optimal place to display the ad. Right now, just a few select advertisers have access to the product, which is still in the testing stage. The company is currently working on generative AI features that will launch later in 2024, as Apple CEO Tim Cook stated last month.
The product’s algorithm determines the optimum locations for the advertisements to maximize visibility and generate conversions once advertisers submit their budget, cost-per-acquisition objective, and the regions where they wish to promote.
As of right now, Apple displays advertisements on three App Store pages. The Today tab is the first, the search result page is the second, and the app information page’s bottom, beneath the You might also like banner, is the third. Ads also appear on the Search tab under the Suggested label in addition to these. It is said that the AI tool will choose among these four spaces to display the advertisement. It’s unclear if it will also provide information on the most effective time to run the advertisement or on demographic targeting.
This specific tool is noteworthy because, in contrast to generative AI, it is based on predictive analysis, a different branch of machine learning (ML) and artificial intelligence. Numerous digital platforms employ this older, still-evolving technology to analyze massive data sets and forecast future actions based on patterns and trends found in the data. For instance, Google utilizes Performance Max, which was introduced in 2020, and Meta uses Advantage+, which made its debut in 2022, for ad placements based on artificial intelligence.
This year, Apple may potentially gain new generative AI features. Cook stated that the Cupertino-based tech giant has been investing a significant amount of time and effort in AI and that some of these features will be made available later this year at the company’s quarterly earnings calls.
- OpenAI Announces a Major Shift Towards For-Profit Operations - January 6, 2025
- xAI Secures $6 Billion in New Funding, Valuation Soars Past $40 Billion - January 2, 2025
- OpenAI Reveals o3 Reasoning AI Model, Official Launch Set for Early Next Year - December 27, 2024
