Barry Caldwell 
Google is now utilizing generative AI to enhance its online advertising platform. This move follows the lead of other companies such as Meta and Bing, who have already implemented generative AI tools to support their marketing efforts. Google’s introduction of generative AI advancements to its platform will allow businesses to use a conversational experience within Google Ads to create campaigns more efficiently.
With this tool, businesses can ask Google AI for ideas to jumpstart their creative projects and even have it generate keywords, headlines, descriptions, images, and other campaign assets. Additionally, Google is upgrading its automatically created assets (ACA), which use content from a business’s landing pages and ads with generative AI. This will enable ACA to create and adapt Google Search ads based on what a user inputs into the search query.
For example, if someone searches for “skin care for dry sensitive skin,” Google AI can use a business’s content and existing ads to create a new query that better matches the search. The ad’s revised headline would say “Soothe Your Dry, Sensitive Skin” to better align with the search. This personalized approach can help businesses better reach their audience and help consumers find what they need more easily.
However, the manipulation of headlines to say what the user wants to hear raises the question of whether the ad is actually fit to meet the user’s needs or just being made to appear that way. It is essential for businesses to ensure that their ads are truthful and accurately represent their products or services.
Google is also incorporating generative AI in Performance Max ad campaigns to assist businesses in the creation of custom assets. This feature will also be available in the new conversational experience in Google Ads.
The use of generative AI in online advertising is becoming increasingly popular, and it is not difficult to see why. This technology allows businesses to create personalized, effective campaigns that reach their target audience more efficiently. As the world becomes more reliant on technology, it is likely that more companies will turn to generative AI to support their marketing efforts.
However, it is important to remember that the use of AI in advertising is not without its challenges. It is crucial for businesses to ensure that their ads are truthful and accurately represent their products or services. Additionally, there are concerns around the ethical use of AI in advertising, including the potential for AI-generated ads to perpetuate harmful stereotypes or discriminate against certain groups.
Despite these challenges, the use of generative AI in online advertising is likely to continue to grow. As businesses seek to create more personalized, effective campaigns, the use of AI will become an increasingly important tool in their marketing arsenal.
