It’s a creative job, but the advertising agency profession could disappear when Google’s new AI comes out

The heat from ChatGPT and Microsoft is forcing Google to also rush to launch new AI products for its ecosystem. Recently, a report said that Google is preparing to bring a production AI into the advertising business in the next few months, promising to create a new breakthrough in this business.

According to an internal presentation revealed by a source from the Financial Times, Google plans to use this new AI to create new ads based on materials provided by human marketers. In other words, this AI has the ability to almost replace advertising agencies, which are consulting businesses, providing advertising campaigns for advertisers, in order to attract more people to know about their products. as well as marketing and sales.

” Generative AI is opening up a new world of creativity ,” the company said in its presentation.

In fact, Google already uses AI in advertising when creating simple recommendations to encourage users to buy products. However, with the integration of the latest generation of production AI – which is also the technology that powers the Bard AI chatbot – it means they will be able to create more complex advertising campaigns, similar to those that run them. ads created by human advertising agencies.

Under this presentation, advertisers can provide “creative” content such as images, videos, text related to the advertising campaign. Google’s AI then “remixes” these materials to produce ads based on the audience it’s targeting, as well as other sales goals.

As a tech giant with decades of experience and years of accumulated data on the advertising business, it’s not hard to see how Google’s new AI can create effective ad campaigns. what it will look like when implemented.

However, a source close to the incident said they were concerned that the tool would spread misinformation, because text-generating AI chatbots could be overconfident while generating ideas. think wrong.

” It is optimized to convert new customers and does not know what the truth is . ” This source said. Imagine a salesperson willing to say anything – even if it’s untrue – to convince a customer to buy a product, Google’s new AI could be just that.

In an interview with the FT, Google said the company plans to establish measures to control and prevent these errors — or hallucinations — as it deploys new generative AI features in the coming days. next month.

The move comes as a slew of other tech giants have been rushing to roll out new generative AIs in recent months, capable of generating images and videos based on user queries. use. Last month, Google launched the Bard chatbot to compete with OpenAI’s ChatGPT as well as Microsoft’s Bing Chat, in its ability to generate convincing human-like responses.

The company also recently integrated this generative AI into most of its widely used business applications, including Google Workspace, Google Docs, and Gmail.

The new technology is also incorporated into Performance Max, a program introduced by Google in 2020 that uses algorithms to determine where ads should be placed and what marketing budgets should be, as well as generate ad copy. simple fox.

This new AI tool comes at a time when the global advertising industry is suffering a severe decline, as businesses look to cut costs and limit the exploitation of personal data for advertising purposes. marketing destination. Google’s ad revenue also fell 4% in the final quarter of last year.

The introduction of a new AI tool to the advertising industry is expected by Google to attract more new customers for the company, as it saves the cost of implementing advertising campaigns as well as increasing customer conversion efficiency. row. But advertising agencies may again become the victims of this AI.

Other social media platforms are also using similar automated technologies to engage customers. Meta, which owns Facebook and Instagram, has launched a similar Performance Max tool called Advantage+. They also plan to use generative AI in the advertising system later this year.

Refer to FT