Search giant, Google has disclosed the company will begin experimenting with generative artificial intelligence-powered advertising within search results.
The IT titan made the announcement on Tuesday as it aims to compete with Microsoft in the lucrative search ads sector.
Google and Microsoft have accelerated the race to revolutionise how people seek information in recent months by infusing their search engines with generative AI that can generate conversational textual responses to questions, synthesise material online, and uncover relevant websites.
According to research firm MAGNA, AI skills will also change how advertisers contact consumers through search engines, a sector that is expected to expand to $286 billion this year.
Users can, for example, search “hiking backpacks for kids” on the new version of Google, and the AI may react with an ad for a specific backpack, as well as recommendations on how to buy the ideal backpack for a child, according to Google.
“This is a new, simpler and helpful way to interact with Google search,” vice president and general manager of ads, Jerry Dischler, said in an interview.
“It’s going to be a great opportunity to deliver a delightful user experience that will lead to new commercial opportunities in the future.” He added.
Google introduced the new Search Generative Experience version of their search engine earlier this month, which will be available via a wait list in the coming weeks.
According to Dischler, the business will test the new ad placements using existing ads that appear on standard Google searches.
Google also launched a new conversational chatbot that will help marketers create advertising during its annual Google Marketing Live event on Tuesday.
Advertisers may enter their website, and the AI chatbot will offer headlines, specific phrases, and images to use in an ad to get the attention of a consumer, according to Google.
The tech titan already has a tool that can generate adverts for brands automatically.
According to Google, the tool will now have generative AI capabilities and will be able to produce advertising based on the context of a user’s enquiry.
While Google is the market leader in search advertising, Microsoft has moved rapidly to become a contender.
Microsoft has already began testing advertisements in its Bing AI-powered search engine and has met with advertising agencies as early as February.
