The experts speak
Posted: Mon Jan 06, 2025 6:27 am
Google is adapting to new technologies, and this includes even launching its own ChatGPT -style chatbot , Bard . But the American company wants to go further with AI and, for this reason, has made an attempt to integrate generative artificial intelligence tools into its advertising products .
Given this, some marketing and advertising professionals are eagerly awaiting to see the outcome of this Google project, although they have also shown their rejection , as they believe that this would mean rekindling concerns related to people's security and privacy .
Google and its “novel” ads
The Alphabet-owned company is proposing to create "novel" ads based on creative content provided by advertisers and which include images, videos and texts related to a specific campaign, according to the Financial Times, which has had access to this information.
After generating these "new" ads, Google will use this material to produce objective-based claims, such as what audience the brand wants to target based on the goal it sets for its sales .
This feature, which Google is already working on and which will be shown to the public in a few months, will be integrated with Performance Max , a tool that uses algorithms to find the best Google environments when publishing an ad and to know how much money should be spent on it.
From the agency Tinuiti , the head of emerging technology, Nirish Prasad , assures that “all these tools can be a black box , especially when it comes to the creative action of a brand.”
Jon Morgenstern, chief investment officer at VaynerMedia , says companies are currently in a constant turkey number screening race to see who can launch the most AI-based tools to become the first to emerge, but he finds this move by Google “unsurprising . ”
Morgenstern also says that using AI tools for businesses can be a double-edged sword . For example, OpenAI 's ChatGPT doesn't work so well that it can only write texts for a brand, as it could damage that company's image .
"It could go wrong and jeopardize the brand's safety and reputation ," said VaynerMedia's chief investment officer.
Katya Constantine , founder of DTC agency DigiShopGirl , says that currently, “there is no transparency in the metrics” offered by AI tools, and that companies need the opposite: “to understand the why of their success and know where it comes from .”
As for the use of AI tools exclusively for advertisers, there are some experts, such as Chirag Shah, a professor at the University of Washington's School of Information, who say that we have to ask ourselves some questions in case the use of these tools goes wrong: "The question we have to ask ourselves is: who is responsible? Google or the advertiser? It all comes down to responsibility ," he said.
These experts are eager to see what this new Google tool with artificial intelligence and combined with Performance Max will be like to boost attention metrics for brands. But, there is still a doubt , and that is that they do not yet know if AI will be able to achieve a company's objectives , and it is something that companies can or cannot risk.
Given this, some marketing and advertising professionals are eagerly awaiting to see the outcome of this Google project, although they have also shown their rejection , as they believe that this would mean rekindling concerns related to people's security and privacy .
Google and its “novel” ads
The Alphabet-owned company is proposing to create "novel" ads based on creative content provided by advertisers and which include images, videos and texts related to a specific campaign, according to the Financial Times, which has had access to this information.
After generating these "new" ads, Google will use this material to produce objective-based claims, such as what audience the brand wants to target based on the goal it sets for its sales .
This feature, which Google is already working on and which will be shown to the public in a few months, will be integrated with Performance Max , a tool that uses algorithms to find the best Google environments when publishing an ad and to know how much money should be spent on it.
From the agency Tinuiti , the head of emerging technology, Nirish Prasad , assures that “all these tools can be a black box , especially when it comes to the creative action of a brand.”
Jon Morgenstern, chief investment officer at VaynerMedia , says companies are currently in a constant turkey number screening race to see who can launch the most AI-based tools to become the first to emerge, but he finds this move by Google “unsurprising . ”
Morgenstern also says that using AI tools for businesses can be a double-edged sword . For example, OpenAI 's ChatGPT doesn't work so well that it can only write texts for a brand, as it could damage that company's image .
"It could go wrong and jeopardize the brand's safety and reputation ," said VaynerMedia's chief investment officer.
Katya Constantine , founder of DTC agency DigiShopGirl , says that currently, “there is no transparency in the metrics” offered by AI tools, and that companies need the opposite: “to understand the why of their success and know where it comes from .”
As for the use of AI tools exclusively for advertisers, there are some experts, such as Chirag Shah, a professor at the University of Washington's School of Information, who say that we have to ask ourselves some questions in case the use of these tools goes wrong: "The question we have to ask ourselves is: who is responsible? Google or the advertiser? It all comes down to responsibility ," he said.
These experts are eager to see what this new Google tool with artificial intelligence and combined with Performance Max will be like to boost attention metrics for brands. But, there is still a doubt , and that is that they do not yet know if AI will be able to achieve a company's objectives , and it is something that companies can or cannot risk.