Ad sales in Q4 from firms including Alphabet and Meta may not reflect their investment in generative AI.
Reuters reported that Alphabet stock surged 58% last year, and Meta’s stock almost tripled, but the technology’s impact is likely to be “muted” when the companies report Q4 results this week.
It comes as Microsoft incorporated GPT-4 into its Bing search engine earlier this year, and after Google introduced its AI gemini tool for ad campaigners to aid search optimisation.
The tool features a conversational option which helps advertisers express the specific needs of their campaign, so that the search engine is able to optimise it.
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A blog post from Google VP and GM in Google Ads Shashi Thakur said: “As search becomes more visual, we’ve heard advertisers tell us that it can be challenging to create compelling images that drive performance.”
“That’s why we’ve designed the conversational experience to suggest images tailored to your campaign using generative AI and images from your landing page. This capability will increase over the coming months.”
However, analysis of S&P 500 earning calls by NBC found that while AI was regularly talked about, it isn’t transferring as quickly into use as the hype around it would suggest.
In December last year Google faced controversy over editing a Gemini AI video, after it was revealed it was not conducted in real time and it was suggested that it was not an accurate representation of the tool.
