Google made an announcement on Wednesday regarding its plans to introduce two innovative functionalities for advertisers, powered by Artificial Intelligence (AI). These features will utilize AI algorithms to automatically identify the most optimal ad placements across Google's range of services.
In recent times, artificial intelligence has had a significant impact on the tech industry. Companies like Google have developed advanced chatbots capable of engaging in open-ended conversations with users. The integration of AI in advertising has also been on the rise as it plays a crucial role in generating revenue for these companies.
While Google has previously introduced AI tools for advertisers, it is now utilizing this technology to assist brands in achieving more precise objectives for their advertisements.
One of the new features being introduced by Google is called Demand Gen. It leverages artificial intelligence (AI) to strategically position photo and video ads for advertisers across various products, including Gmail, the YouTube feed, and Shorts—an emerging short-form video platform competing with TikTok. By using this AI-driven capability, advertisers no longer need to manually determine ad placements. Instead, the technology aims to identify visually captivating and immersive locations for ads, as stated by Vidhya Srinivasan, Google's Vice President and General Manager of Advertising.
Google's second new feature utilizes artificial intelligence (AI) to identify optimal ad placements, with the goal of maximizing the viewership of a brand's video ads. According to Google's statement, initial tests of this tool have shown that brands experienced an average increase of 40% in video views.
By harnessing AI to handle the labor-intensive aspects of advertising, advertisers can devote more attention to refining their marketing strategies and crafting compelling narratives. This enhances their overall focus, as highlighted by Srinivasan.
Meanwhile, Google CEO Sundar Pichai expressed his enthusiasm for Apple's Vision Pro technology. In a Q&A session with Bloomberg, Pichai mentioned that he has yet to try the USD 3,499 Apple Vision Pro headset, but he stated that Google has always believed that computing would evolve beyond the confines of today's smartphones, often referred to as "black rectangles."
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