According to a story from earlier this year, Google is rolling out a new capability that will allow advertisers to produce AI-generated content using the same technology as the Bard chatbot. The capability, which allows US marketers to develop and scale text and picture assets for ads using AI, is currently available in beta on Google’s Performance Max advertising platform, the company revealed in a blog post.
Performance Max is already an AI-powered solution that operates across many Google products such as YouTube, search, and display. It optimizes advertisements by evaluating performance data, and the new capability adds to that by utilizing AI to aid with asset development. According to Google, the tools would enable advertisers to swiftly develop high-quality, tailored materials for use across numerous Google platforms.
“Asset variety is a key ingredient for a successful Performance Max campaign,” noted Pallavi Naresh of Google. “You’ve told us that one of the most difficult aspects of building and optimizing a cross-channel campaign is creating and scaling assets.” With just a few clicks, you can now create fresh text and graphic elements for your campaign.”
Users give suggestions to the AI, and it develops unique pictures and text for each business, similar to Bard or ChatGPT. Prior to publishing, marketers may evaluate and change any assets generated by the system. It may be used to generate variations of the same ad or to create whole new commercials. All AI-generated imagery includes and is labeled with a visible watermark. “We also have guardrails in place to prevent our systems from engaging with inappropriate or sensitive prompts or suggesting policy-violating creatives,” Naresh said in a statement.
The technology should help advertisers generate advertising materials faster, while also assisting Google in posting those advertisements and making money faster. In that regard, it’s a near-ideal AI use case for Google, which derives the vast bulk of its revenue from advertising. The new system is now in testing and only available in the United States, but it is scheduled to be more generally available by the end of 2023.
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