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In an exciting development for advertisers, Google announced at its annual Google Marketing Live conference on Tuesday that it is rolling out new AI-powered tools to enhance promotional visuals. This initiative, leveraging generative artificial intelligence, aims to provide advertisers with the ability to create immersive and engaging visual content.
One of the standout features introduced is the visual brand profile in search results, designed to offer richer and more detailed information for queries related to specific brands or retailers. This new tool allows brands to include product videos and summaries, enhancing the user's search experience.
Last week, Google revealed its plans to revamp its search results page by introducing a feature called "AI Overview." This AI-driven component will summarize information at the top of search results, potentially shifting organic content and ads further down the page. However, Google assured that ads within the AI Overview will be relevant to the user's query and the provided information, clearly labeled as "sponsored." These ads will also feature innovative options like virtual try-ons, which Google introduced last year with select retailers.
“All a merchant needs to do is provide a handful of high-quality images of their shoes at different angles, and we’ll use our advanced AI techniques to create a 360-degree view of their footwear,” Google stated in a blog post. This feature aims to provide a more dynamic and interactive shopping experience for users.
Google has not disclosed the number of sponsored spots within the AI Overview or the criteria for selecting featured ads. A spokesperson mentioned that the company is starting with a small test in the U.S., indicating a cautious rollout approach.
This announcement comes as Alphabet, Google's parent company, experiences a resurgence in its ad business. Following a downturn in 2022, the company saw a 15% increase in total revenue in the second quarter of this year, marking the fastest growth since early 2022. Executives have attributed this rebound to the enhanced customer conversions driven by generative AI tools in its "Performance Max" offering.
Moreover, Google is equipping advertisers with more image editing tools and visual options. For instance, if a user searches for "short term storage" and clicks on an ad for a storage facility, Google AI could suggest the appropriate storage unit size and packing materials, along with relevant links. This contextual advertising aims to provide more personalized and useful recommendations to users.
Google's latest AI advancements underscore its commitment to enhancing the digital advertising landscape, offering brands innovative ways to engage with their audience and improve their online presence.
