Earlier this week, The Financial Times revealed Google’s plans to bring generative AI to advertising.
In doing so, Google hopes to create "novel" advertisements for various consumers.
To create these, advertisers supply text, images, and videos to Google that relate to a specific advertising campaign that they wish to run.
From there, its AI mixes the material with information regarding the target audience and sales targets to auto-generate personalized ads.
While these plans sound exciting, Google is not yet ready for release, with these details shared only in an internal presentation.
Nevertheless, before Google takes the next step, Sam Richardson, Customer Engagement Consultant at Twilio, shared his reservations regarding how end-users may adopt such solutions. He stated:
Google’s rush towards AI is a major indication that this is where the ad industry is heading – but the success of generative AI will depend on how companies use it.
In stating this, Richardson underlined his belief that generative AI offers an opportunity for significant gains in customer acquisition – when utilized alongside a customer data platform.
Yet, "with great power comes great responsibility," he warns.
"Any organizations adopting AI and machine learning to power their personalization efforts must ensure that their AI/ML models are trained on high-quality data and aligned with their customers' preferences and values, as well as acquired with user consent.
The quality of what customers put in is what they will get out.
There are also many concerns regarding the broader impact of generative AI in its potential for spreading disinformation, enabling phishing attempts, and increasing cybercrime.
Nevertheless, Google has reaffirmed its commitment to establishing guardrails when rolling out new generative AI-based solutions – as per The Financial Times.
Thick and Fast Generative AI Innovation from Google
Expect this rollout to ramp up after Google released Bard earlier this year as it strives to catch up with ChatGPT.
Indeed, Bard has become the epicenter of innovation at Google.
