Earlier this week, The Financial Times revealed Google’s plans to bring generative AI to advertising.
In doing so, Google hopes to create “novel” advertisements for various consumers.
To create these, advertisers supply text, images, and videos to Google that relate to a specific advertising campaign that they wish to run.
From there, its AI mixes the material with information regarding the target audience and sales targets to auto-generate personalized ads.
While these plans sound exciting, Google is not yet ready for release, with these details shared only in an internal presentation.
Nevertheless, before Google takes the next step, Sam Richardson, Customer Engagement Consultant at Twilio, shared his reservations regarding how end-users may adopt such solutions. He stated:
Google’s rush towards AI is a major indication that this is where the ad industry is heading – but the success of generative AI will depend on how companies use it.
In stating this, Richardson underlined his belief that generative AI offers an opportunity for significant gains in customer acquisition – when utilized alongside a customer data platform.
Yet, “with great power comes great responsibility,” he warns.
“Any organizations adopting AI and machine learning to power their personalization efforts must ensure that their AI/ML models are trained on high-quality data and aligned with their customers’ preferences and values, as well as acquired with user consent.
The quality of what customers put in is what they will get out.
There are also many concerns regarding the broader impact of generative AI in its potential for spreading disinformation, enabling phishing attempts, and increasing cybercrime.
Nevertheless, Google has reaffirmed its commitment to establishing guardrails when rolling out new generative AI-based solutions – as per The Financial Times.
Thick and Fast Generative AI Innovation from Google
Expect this rollout to ramp up after Google released Bard earlier this year as it strives to catch up with ChatGPT.
Indeed, Bard has become the epicenter of innovation at Google.
An excellent example is its Generative AI App Builder, which combines Bard’s large language models (LLMs) and Google’s search capabilities.
The App Builder has many possible use cases. In customer experience, perhaps the most relevant is its ability to auto-generate multichannel bots.
Built into its CCaaS solution, users feed the tool with data from various sources. These include the company website, knowledge repositories, and product manuals.
From there, they note which information the bot should collect, the task it should perform, and the APIs it should send data to.
Then, it churns out a bot that businesses can evaluate, edit, and implement in minutes.
Away from the customer experience space, however, the App Builder has many other applications. Just check out the video below.
Moreover, there are already many other applications of its generative AI. Consider Google Workspace.
Users may now auto-generate images, audio, and video in Slides. There are also formula generation and contextual categorization capabilities in Sheets. Even in Meet, Google is capturing notes and generating backgrounds.
Yet, expect much more to come. Indeed, Google CEO Sundar Pichai recently revealed that its new AI models have developed “unexpected skills”, which may further accelerate the development of its enterprise portfolio.
However, let’s hope Google takes the necessary precautions to act responsibly in its race against Microsoft to lead the generative AI space.