Google is reportedly set to introduce generative artificial intelligence across its advertising business over the coming month, with parent company Alphabet planning to use the technology to generate ‘novel’ advertisements.
Advertisers will be able use Google’s chatbot Bard to supply creative content such as images, video or text for an advertising campaign with the AI mixing the material to generate targeted ads for specific audiences and sales projections.
Worldwide interest has been sparked in such platforms since the launch of OpenAI’s ChatGPT, leading to speculations around the future of content creation.
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“Google’s rush towards AI is a major indication that this is where the ad industry is heading – but the success of generative AI will depend on how companies use it. The biggest gains will be achieved by those who use these powerful tools (alongside a customer data platform) to better automate personalisation and deliver tailored experiences to customers in real-time,” Twilio customer engagement Sam Richardson said.
“However, with great power comes great responsibility. Any organisations adopting AI and machine learning to power their personalisation efforts must ensure that their AI/ML models are trained on high-quality data and are aligned with their customers’ preferences and values, as well as acquired with user-consent. The quality of what customers put in is what they will get out.”
According to the Financial Times, so-called ‘guardrails’ will be put in place to reduce risks from phishing, disinformation and cybercrime.
