In a further sign of artificial intelligence (AI) taking over from human workers, Google has announced plans to integrate generative AI into its advertising business in the coming months, in a bid to compete with other big tech firms already using the technology.
The Alphabet Inc company intends to use its Bard chatbot AI to create novel advertisements based on materials produced by human marketers, according to an internal presentation seen by the Financial Times.
While Google already uses AI in its advertising business to create simple prompts, the integration of the latest generative AI means it can produce far more sophisticated campaigns resembling those created by marketing agencies.
The new technology will allow advertisers to supply “creative” content, which the AI will then “remix” to generate ads based on the audience it aims to reach and other goals. Google recently launched Bard to rival Microsoft-backed OpenAI's ChatGPT.
The company insisted it will prevent the sort of “hallucinations” that large language chatbots sometimes make.
Last year, Meta Platforms launched its Advantage+ automated product and has has reportedly been pouring investment into applying AI and machine learning into its advertising systems in recent months.