On Wednesday, Google made an exciting announcement revealing two new artificial intelligence (AI)-based functionalities designed to revolutionize advertising. These cutting-edge features leverage AI algorithms to autonomously identify the most optimal ad placements for brands across Google’s extensive range of services.
The tech industry has witnessed a remarkable impact from AI in recent months, with companies like Google pushing boundaries by developing advanced chatbots capable of engaging in open-ended conversations. Advertising, being a crucial revenue generator, has also embraced AI integration.
While Google has previously introduced AI tools for advertisers, it is now taking the next step by harnessing this technology to help brands achieve more precise objectives in their advertising campaigns.
The first feature, called Demand Gen, leverages AI to strategically position photo and video ads across various Google products, including Gmail, the YouTube feed, and Shorts—a short-form video platform competing with TikTok. By utilizing AI algorithms, this capability eliminates the need for advertisers to manually determine ad placements. Instead, the technology identifies visually captivating and immersive locations for ads, as highlighted by Vidhya Srinivasan, Google’s Vice President and General Manager of Advertising.
The second new feature focuses on optimizing ad placements for video ads, aiming to maximize brand visibility. Google’s AI-driven approach identifies the most suitable locations to ensure maximum viewership of a brand’s video ads. According to Google’s statement, initial tests of this tool have demonstrated an average increase of 40% in video views for brands.
By entrusting AI to handle labor-intensive aspects of advertising, advertisers can devote more attention to refining their marketing strategies and crafting compelling narratives. This shift allows for enhanced focus and a more holistic approach to driving brand success, as emphasized by Srinivasan.
While unveiling these innovative AI functionalities, Google CEO Sundar Pichai also expressed excitement about Apple’s Vision Pro technology. During a Q&A session with Bloomberg, Pichai mentioned that although he hadn’t personally experienced Apple’s Vision Pro headset priced at $3,499, Google has always believed that computing will evolve beyond the conventional “black rectangles,” likely referring to today’s smartphones.