Google Marketing Live this year prioritized the development of more effective methods for generating and editing assets, as well as delivering relevant responses to consumers.`
Generative AI
Google is exploring the use of generative AI in its campaign creation tools to improve the efficiency of digital marketers. The company aims to solidify its position in search advertising by leveraging AI to quickly produce advertising assets and deliver more tailored sponsored links. AI is seen as a strategic response to challenges such as a slowdown in search growth and increased competition. Google is incorporating conversational experiences into Google Ads, allowing marketers to launch paid search campaigns more rapidly. Additionally, generative AI is being used to enhance automatically created assets (ACA) for search ads, making them more relevant to specific queries. Google is also introducing Product Studio to help e-commerce merchants create a higher volume of product imagery at a lower cost.
Following Google Marketing Live and the I/O developer conference, Google is embracing generative AI to compete with tech peers in the highly competitive market. Meta Platforms showcased its AI Sandbox tool, while Microsoft promoted its revamped Bing search engine supported by OpenAI. Google’s Search Generative Experience (SGE) is being tested with search and shopping ads, but its limited availability makes it challenging to compare results with traditional search. Google emphasizes that marketers have control over the distinctive output of AI creation tools, ensuring their brand representation and customization. The goal is to empower marketers while leveraging AI capabilities.
