Google AI technology in the ad business: Potential or risk?
Google recently offered its advertising clients the prospect of ad campaigns based on artificial intelligence (AI) technology. But what is behind this, and how realistic are the plans of the tech giant? The team at our online marketing agency in Munich takes a closer look at the details. We have examined the opportunities and limitations of artificial intelligence for Google Ads.
The current state of online marketing.
The internet has revolutionized the advertising market. Companies can specifically target their audiences and spread their advertisements across platforms such as Google, Facebook, or Instagram.
However, with the advancing digitalization, the demands on advertising are also increasing. It is no longer just about creating an appealing advertisement, but rather about solutions that build an emotional connection with the customer and provide them with a unique experience.
This is exactly where Google comes in with its plan to integrate artificial intelligence into the creative process of ads within advertising campaigns in search engine advertising.
Google aims to use AI to develop creative compositions using texts, images, and videos.
According to Google's announcement, it will soon be possible to delegate the creative process of creating target audience-specific ads to a generative AI. Customers would feed the AI with texts, images, and videos, which would then be used to create advertisements tailored specifically to a predefined target audience. But how does it work, and what are the implications of these developments for the advertising market and online marketing?
Potential and concerns in the use of AI in Ad-Business
The use of Artificial Intelligence (AI) in the Ad-Business offers enormous potential. By leveraging machine learning models, advertising campaigns can be targeted and optimized more effectively. AI can be used to define target audiences more precisely and deliver tailored advertising messages. It also enables the optimization of advertising budgets and accurate prediction of campaign results.
However, the idea of integrating artificial intelligence into the creative process of advertising campaigns also carries risks. Artificial intelligences are still prone to errors, especially in the context of search engine advertising (SEA), where factual errors in computer-generated ads are a concern. Additionally, AI systems often reproduce the biases present in the source materials they rely on.
Another problem is that AI technology could potentially replace the human factor. The creativity and personality of advertisers may take a back seat as a result. Furthermore, the use of AI technology could lead to more interchangeable advertisements, as ads start to resemble each other and become less distinctive.
Are Google's ambitious plans realistic?
Overall, it is clear that the use of AI technology in advertising is a significant development that will shape the industry in the future. Companies will be able to create personalized and relevant ads for their target audience, tailored to their interests and needs. This will help make ads more engaging and increase the likelihood that users will click on them.
While Google announces promising measures, tech experts have doubts about the feasibility of the company's plans. The technology is still in its infancy, and it remains questionable whether artificial intelligence (AI) is truly capable of replacing the creativity of a human advertising expert. There are unique aspects of human creativity, intuition, and emotional understanding that may be difficult to replicate or replace with AI algorithms. The role of human expertise and judgment in the creative process cannot be overlooked.
Conclusion: AI in the advertising sector - an opportunity or a threat?
It remains to be seen whether Google's ad plans based on AI technology will revolutionize online marketing. While the idea of partially automating the creative process has potential, there are also concerns regarding error-proneness and interchangeability. Whether AI is truly capable of replacing the creativity of advertising experts remains uncertain. Instead, it is more likely to offer a simplification of work and the option for process automation in the future.
If you have further questions about Google Ads and AI, feel free to contact our online marketing agency. You can reach us through our contact page. We'll be happy to assist you.