Thursday, June 1, 2023

Google would allow you to create ads using Bard: is it the end of advertising agencies?

The next big goal Google would be to implement its generative AI, the same one that powers the chatbot Bardin the advertising market. According to Financial Timesthose of Mountain View plan to introduce new artificial intelligence tools so that companies can create their own adswithout having to depend on a marketing agency.

The report indicates that, according to an internal presentation, Google will allow advertisers to use Bard’s technology to create “sophisticated advertising campaigns” using existing promotional materials. This new function would be implemented in the coming months, although more specific details have not been provided in this regard.

Generative AI would be incorporated into a Californian program called Max Performance. It was launched in 2020 and has an algorithm that determines where a company should show its ads, or how to spend the available budget. Although it is not limited to this, since it is also capable of producing texts for simple advertisements. But with the arrival of Bard, Google’s intention would be to take it one step further.

Thus, thanks to the new technology, advertisers could generate complete advertising campaigns supplying artificial intelligence with images, videos or texts of the subject to be addressed. The platform would take care of mixing the creative content and deliver the finished ads, specifically designed to appeal to specific audiences.

It is worth clarifying that Google would allow ruling on different parameters for Bard to create the advertising campaigns in question. In this way, the final product would not only be generated based on the age range or the population segment to be reached. Other types of variables could also be established, such as sales targets.

Google wants advertisers to take advantage of Bard’s AI

That Google intends to capitalize on the AI ​​that powers Bard in advertising is far from a surprise. Not just because online ads are their biggest revenue area, but because the next big challenge for major tech companies is figuring out how to monetize your efforts in the field of generative artificial intelligence.

In any case, the first expressions of concern around this issue have not been long in coming. As expected, the inaccuracies and falsehoods that chatbots like Bard or ChatGPT can produce get a lot of attention. These tools can generate fake content in a matter of seconds, something the developers call “hallucinations.” They occur because they are language models that predict the next word in a sentence, under what is known as deductive reasoning. So when they come across topics they weren’t trained on, they make up their answers before offering any.

It comes as no surprise, then, that Google’s intention to implement Bard’s technology in ad creation already found some resistance. “It’s optimized to convert new customers and has no idea what the truth is,” she told Financial Times a person linked to the internal presentation of those from Mountain View. Added to this are questions related to online privacy and the use (and abuse) of targeted ads.

Will artificial intelligence put an end to advertising agencies? It is unlikely, at least immediately. Although everything will depend on how precise, effective and attractive are the ad campaigns that Google can offer through Bard; And if, ultimately, that leads to companies deciding to leave their online marketing strategy in the hands of generative AI.

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