Google has reportedly decided to use generative artificial intelligence (AI) for its advertising and customer service operations, according to a leaked internal document obtained by CNBC. The document outlines Google's plans to leverage its large language models, such as LaMDA , to create personalized and engaging ads and chatbots for its users.
Generative AI is a type of AI system that can create new content, such as text, images, audio, or video, based on prompts or data. Generative AI systems learn the patterns and structure of the input data, and then generate new content that is similar to the training data but with some degree of novelty. Example's of Generative AI tools include ChatGPT from OpenAI, Bing Chat from Microsoft, and Google's own Bard.
Google has been investing heavily in generative AI research and development, especially in the field of natural language processing (NLP). Google's LaMDA is a foundation model that can generate natural and coherent conversations on any topic.
Google has recently unveiled its latest large language model (LLM), PaLM 2, which boasts impressive capabilities in advanced reasoning, multilingual translation, and code generation. PaLM 2 is the successor of PaLM, which was already a state-of-the-art LLM that could perform a variety of natural language tasks.
Committing to Using AI in Advertising and Customer Support
According to the document, Google plans to use generative AI to enhance its advertising and customer service offerings in the following ways:
- Advertising: Google will use generative AI to create personalized and relevant ads for its users, based on their preferences, interests, and behavior. Google will also use generative AI to optimize the design, layout, and copy of its ads, as well as to test different variations and measure their performance. Google claims that generative AI will help it increase its ad revenue and user satisfaction.
- Customer service: Google will use generative AI to create chatbots that can handle customer queries and complaints across its products and services. Google will also use generative AI to generate feedback and suggestions for its customers, as well as to provide them with useful information and resources. Google claims that generative AI will help it improve its customer loyalty and retention.
The document also mentions some of the challenges and risks associated with using generative AI, such as ensuring the quality, accuracy, and ethics of the generated content, as well as protecting the privacy and security of the user data. The document states that Google will follow strict guidelines and best practices to ensure the responsible and safe use of generative AI.
It is likely Microsoft will also explore using its AI tools to influence advertising on the Bing Ads platform, which became Microsoft Ads in 2019. In March, Microsoft said that its Bing Chat AI search tool will become ad supported. n an official blog post, Microsoft says with Bing Chat it wants to “drive more traffic to publishers in this new world of search”.
In the post, Yusuf Mehdi, the company's Corporate Vice President & Consumer Chief Marketing Officer, says:
“The early progress is encouraging. Based on our data from the preview, we are driving more traffic from all types of users. We have brought more people to Bing/Edge for new scenarios like chat and we are seeing increased usage. Then, we have uniquely implemented ways to drive traffic to publishers including citations within the body of the chat answers that are linked to sources as well as citations below the chat results to “learn more” with links to additional sources.”