Google has unveiled new generative AI features for its Performance Max advertising suite. The U.S.-based advertisers have gained beta access to these features, which can create text and image assets for advertising campaigns with elevated ease and efficiency. Performance Max, which Google launched in 2021, leverages artificial intelligence across Google's search, YouTube, display, and other inventories, optimizing ads based on performance data.
Automating Asset Creation
The AI tools are designed to enable marketers to generate personalized, high-quality assets quickly, aimed at engaging customers across Google's varied platforms. Google's AI now simplifies what was previously one of the more challenging stages of campaign creation. For instance, with only a couple of clicks, the system can generate new assets that suit a business's specific needs. While the AI aids in content creation, advertisers maintain creative control, with the ability to review and edit the generated assets prior to their release.
Fostering a Responsible AI Framework
Besides new asset generation, this AI advancement in Performance Max includes AI-powered image-editing tools that can enhance both new and pre-existing creative work. Advertisers can explore variations of already existing assets or start afresh with AI-assisted conceptualizations. To ensure transparency, all AI-generated imagery is watermarked and tagged accordingly.
Google emphasizes its commitment to responsible AI usage. The newly introduced features adhere to Google's internal AI principles to avoid generating content that could violate policies or be deemed insensitive. A human review process will continue alongside these AI features to ensure that the creatives are compliant with set policies.
According to Google, these generative AI features are in line with the integrations showcased at its Marketing Live conference. They are part of Google's efforts to integrate such capabilities into its marketing products, aiming to make the creative process more seamless for advertisers.
While the beta release for this generative AI feature set is currently limited to advertisers in the United States, a more expansive rollout is expected before the end of 2023.