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New AI Features on Google’s Performance Max Platform

Summary

Google’s Performance Max smart shopping ads platform has been utilizing artificial intelligence (AI) to streamline campaign creation since 2021. Now, Google is taking Performance Max to the next level with new generative AI features. Following the Google I/O conference in […]

New AI Features on Google’s Performance Max Platform

Google’s Performance Max smart shopping ads platform has been utilizing artificial intelligence (AI) to streamline campaign creation since 2021. Now, Google is taking Performance Max to the next level with new generative AI features. Following the Google I/O conference in May, the company announced the implementation of generative AI in its ad platform to assist in the campaign creation process, and today, these features have become available to users in beta version.

Google received feedback from users stating that material creation and scaling is one of the most challenging parts of building a campaign. As a result, Google has introduced a solution that combines user knowledge and expertise, performance data, and Google AI. Performance Max users can now generate AI-created materials for campaigns, such as headlines, descriptions, and images, in a matter of seconds with just a few instructions. Google emphasizes that the images generated by their AI will always be unique to a particular job or client, and users have complete control over which images will be used in the final campaign.

For users who wish to avoid using generated images, they can utilize them to enhance their existing materials through new AI image editing tools in Google Ads. This tool is useful for brands to test new variations of their typical images, such as a hero image. For example, a demo showcases a brand using an AI tool to generate images and place a model in a different background setting, changing it from an open field to something suitable for the holiday season. Google also shares that all users will be able to access the image editing tool through the Google Ads library by the end of 2024, and the ability to share previews of all materials will soon be available.

The generation of materials using artificial intelligence in Performance Max will be available in beta version for all advertisers in the United States by the end of this year. To ensure responsible AI usage, all images created with generative AI in Google Ads, including Performance Max, will have a label indicating that they were generated by artificial intelligence. Google utilizes SynthID to apply invisible watermarks to images and includes open standard metadata that indicates the use of AI in image creation.

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