Alphabet’s Google said on Wednesday it is launching two new artificial intelligence-powered features for advertisers that will automatically find the best ad placements for brands across the tech company’s services.
AI has dominated the tech industry recently as Google and other companies have developed novel chatbots that can respond to users in open-ended conversations. AI is also increasingly deployed to serve advertisers, contributing to the company’s revenue.
While Google has previously introduced AI tools for advertisers, it now uses the technology to help brands achieve more specific ad goals.
One of the new features called Demand Gen will use AI to place an advertiser’s photo and video ads across several products such as Gmail, the YouTube feed and Shorts, which is YouTube’s competitor to the popular short-form video app TikTok.
AI will remove the need for advertisers to think about where they should place their ads, and the technology will focus on finding “shiny, visual and immersive placements,” said Vidhya Srinivasan, Google vice president and general manager of advertising.
Google said the second feature would use AI to find the best ad placements to maximize views of a brand’s video ads.
Early testing shows that brands received, on average, 40% more video views with the new tool, Srinivasan said.
By using AI to remove some of the “grunt work” for advertisers, she added that brands could focus more on their marketing strategy and storytelling.
