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According to Dan Taylor, vice president of global ads at Google, advertisers and companies will now be able to auto-generate commercials on the Google Ads platform.
Google Ads will be able to construct campaign workflows based on business prompts provided by marketers by using Large Language Models (LLMs) and generative artificial intelligence (Gen AI).
"It learns from advertisers' landing pages, queries that are performing well, and headlines that they've already approved to create entirely new creatives," he explained during a recent visit to India.
According to a McKinsey research, the most recognised revenue effects of AI are in marketing and sales.
Taylor discussed Gen AI tools released at Google I/O this year for marketers and advertisers, such as Performance Max, and how businesses such as Myntra, Samsung, HDFC, and Tata AIG experienced up to 18% greater conversions by using AI into their marketing mix.
According to the firm, Performance Max integrates Google's AI technology for bidding, budget optimisation, audiences, creatives, attribution, and more.
In addition, the technology powerhouse reaffirmed its commitment to privacy as countries' privacy legislation tighten.
According to a poll of 16,500 people from 11 Asia-Pacific markets, 8 out of 10 customers value online privacy and the protection of their personal information.
"So much so that 70% of those consumers would stop engaging with a brand if their trust in data was violated." "As a result, this is a genuine consumer concern," Taylor explained.
Google revealed increased privacy features including Privacy Sandbox for web and Android only days before the government tabled the Digital Personal Data Protection Bill in parliament, as well as generative capabilities for its advertisements business for advertisers.
Taylor explained that the Sandbox concept balances people's privacy with commercial interests.
"We're rethinking Chrome and Android as privacy platforms, while also working with the industry to create internet and app experiences with privacy at the core that deliver great results," he continued.
Taylor also stated that his company was working "constructively" with the EU Commission to resolve their worries about Google's ad business and avoid a conflict of interest between consumers and advertisers.
Taylor stated that Google has been working on AI tools for a decade as Gen AI capabilities are enabled across industries and affect worldwide conversation.
"While the public debate on AI appears to be new, we've been innovating on AI and tools that benefit consumers and businesses for well over a decade." During Google's annual I/O conference in May, the firm unveiled AI tools for marketers with an emphasis on expanding small businesses.
"Indian businesses have been investing to put digital front and centre in their marketing, and we're excited about partnering with them to leverage tools like AI to deliver the right results," he added.
Businesses can use tools like Google Products Studio to produce bespoke product photographs for free, eliminating the need for costly photoshoots.
He claims that AI tools move at the speed of customers, and that with the internet economy expected to increase six times to $1 trillion (approximately Rs. 82,25,155 crore) over the next decade, firms are competing with other marketers who use AI rather than AI itself.
He also stated that news organisations are "embracing the opportunity of generative AI" in terms of content production and optimisation.
