Google will let you create ads with Bard: is this the end of ad agencies?

Next big goal Google will implement its own generative AI, the same one that controls the chatbot Bardin the advertising market. In accordance with Financial TimesMountain View representatives are planning to implement new artificial intelligence tools so that companies can create their own adswithout having to depend on a marketing agency.

The report states that, according to an internal presentation, Google will allow advertisers to use Bard’s technology to create “complex ad campaigns” using existing ad materials. This new feature will be rolled out in the coming months, though no more specific details have been released.

Generative AI will be included in a California program called Maximum 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, as it is able to generate texts for simple advertisements. But with the advent of the Bard, Google intended to take it one step further.

Thus, thanks to the new technology, advertisers could create full-fledged advertising campaigns. providing artificial intelligence with images, videos or texts of the topic to be addressed. The platform will take care of mixing creative content and delivering ready-made ads tailored specifically to specific audiences.

It’s worth clarifying that Google will allow Bard to manage various options for creating the ad campaigns in question. Thus, the end product will not only be shaped based on the age range or segment of the population that needs to be covered. Other types of variables can also be set, such as sales targets.

Google wants advertisers to take advantage of Bard’s artificial intelligence

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

In any case, the first manifestations of concern about this were not long in coming. As expected, the inaccuracies and lies that chatbots like Bard or ChatGPT can create get a lot of attention. These tools can generate fake content in seconds, which developers call “hallucinations”. They arise because they are language models that predict the next word in a sentence in what is known as deductive reasoning. So when they come across topics they haven’t been trained on, they come up with their own answers before offering any.

Therefore, it is not surprising that Google’s intention to implement Bard’s technology in the creation of advertising already found some resistance. “It’s optimized to bring in new customers and has no idea what the truth is,” he said. Financial Times a person associated with the internal presentation of those from Mountain View. Added to this are issues related to online privacy and the use (and abuse) of targeted advertising.

Will artificial intelligence put an end to advertising agencies? Not likely, at least right away. Although everything will depend on how accurate, effective and attractive the advertising campaigns that Google can offer through Bard are; And if, ultimately, this leads companies to decide to leave their online marketing strategy in the hands of generative AI.