Google plans to incorporate generative artificial intelligence (AI) into its advertising business in the coming months, using the technology to create fresh ads based on human marketing materials. The move comes as advertisers seek a cost-effective way to target consumers while facing regulations around personal data use for marketing. Google currently uses AI in its advertising business to create simple prompts that persuade users to purchase goods, but the integration of new generative AI will allow for more advanced campaigns and designs. Advertisers will provide creative content such as videos and text, which AI will then remix to create ads that appeal to specific target audiences. The technology will be deployed through Performance Max, which decides where ads should be placed and how marketing budgets should be spent. Other social media platforms have their own versions of Performance Max.
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