Google launches AI-powered features for advertisers
By Abimbola Mohammed
In a bid to help brands achieve more, Alphabet, the mother company of Google, is launching two new artificial intelligence-powered features for advertisers. The new features are designed to automatically find the best ad placement for brands across the tech company’s services.
Google had earlier launched chatbots that can respond to users in open-ended conversations. AI is increasingly deployed to serve advertisers, who contribute to the companies’ revenue in recent times. While Google has previously introduced AI tools for advertisers, it is now using the technology to help brands achieve more specific goals for their ads.
One of the new features called Demand Gen will use AI to place an advertiser’s photo and video ads across several products such as Gmail, the YouTube feed and Shorts, which is YouTube’s competitor to popular short-form video app TikTok.
Vidhya Srinivasan, Google vice president and general manager of advertising, said: “AI will remove the need for advertisers to think about where they should place their ads, and the technology will focus on finding placements that are shiny, visual and immersive.”
The second new feature will use AI to find the best ad placements with the goal of maximizing views of a brand’s video ads,” Google said.
Srinivasan added that early testing shows that brands received on average 40% more video views with the new tool.
“By using AI to remove some of the “grunt work” for advertisers, brands will be able to focus more on their marketing strategy and storytelling,” she added.
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