Generative AI grows in popularity as it is used in more industries. Google, just like other companies, has been integrating AI technology into its products, with the latest being advertising.
Google AI for Advertising
You can now create advertisements for Google without having to spend too much time on it. With the help of the company's new generative AI tools, headlines, descriptions, and even images can be created for the product.
Google is pitching it to both advertising agencies and businesses that create their own advertisements. While companies that professionally create ads might not need it, businesses that have their own in-house creative staff might.
Even as the tool provides assets that can be readily used, users are able to provide text prompts which leads to the generative AI tool to generate more content to choose from. Some users already expressed the usefulness of the new feature.
1-800-FLOWERS CMO Jason John expressed that the innovative approach not only saves them valuable time but also "enables us to craft high-quality, personalized visuals that resonate with our audience, as mentioned in Google's blog post.
The ad generator is available to those who use Google's Performance Max ad campaign product. With it, people can create ads for both search and shopping. It can even be used to edit a provided image.
Through the editor, will be able to change the background of the photo while retaining the main subject. For instance, they can place a person holding a certain product in a background described as "a seasonal holiday setting with tree, wrapped gifts, and ornaments."
As for concerns that Google might generate similar ads for several clients, which may be a disaster for competing companies, the search giant assures that it will never generate two of the same images, as reported by The Verge.
Amazon's Own AI Tool for Ads
While Google's generative AI tools for advertising have more features to offer such as generating headlines and descriptions, Amazon has its own AI tool that's enough to help advertisers out in its own retail platform.
The e-commerce giant announced that aside from using AI to create product listings on the site, it will also be offering an AI tool that can generate backgrounds for products. As seen in most Amazon products, they are usually placed on a plain white backdrop.
Amazon SVP of Ads Products and Technology Colleen Aubrey said that with the beta feature, advertisers can use the generative AI tool as a solution for removing creative barriers, as well as boosting the product's performance.
"Producing engaging and differentiated creatives can increase cost and often requires introducing additional expertise into the advertising process," said Aubrey, with 75% of advertisers having trouble with creating ads on their own.
Given that the AI tool is easy enough to use, it will be less work and easier to operate. This could make a significant difference since based on Amazon's research, click-through rates can be 40% higher if products are not placed on a plain white background.
