Google Ads introduces auto-generated advertisement tool using generative AI
New Delhi: Advertisers and businesses will now be able to auto-generate advertisements on Google Ads platform, said Dan Taylor, vice president of global ads at Google. Using Large Language Models (LLMs) and generative artificial intelligence (Gen AI), Google Ads will be able to create campaign workflows based on business prompts given by marketers.
"It learns from the advertisers landing pages, queries that are performing well and headlines that they've already approved to create entirely new creatives," he said during his recent India visit.
According to a McKinsey study, marketing and sales have the biggest reported revenue effects of AI.
Taylor spoke about Gen AI tools introduced during Google I/O held on May 10 this year for marketers and advertisers like Performance Max, and how brands like Myntra, Samsung, HDFC, and Tata AIG saw up to 18 per cent higher conversions by adding AI to their marketing mix.
Performance Max combines Google's AI technologies across bidding, budget optimisation, audiences, creatives, attribution, and more, the company said.
The technology behemoth also reiterated its focus on privacy amid rising privacy regulations by countries.
In a survey of 16,500 individuals from 11 Asia-Pacific markets, 8 out of 10 consumers recognised the importance of online privacy and security of their personal information, he said.
"So much so that 70 per cent of those consumers would stop engaging with a brand in response to a violation of their trust around data. So this is a real consumer concern," Taylor said.
Days before the government introduced the Digital Personal Data Protection Bill in the parliament, Google announced enhanced privacy features like Privacy Sandbox for web and Android, as it introduced generative capabilities for its ads business for marketers.
The Sandbox initiative balances people's privacy with business interest, Taylor said.
"We're rethinking Chrome and Android as platforms for privacy while working with the industry to develop internet and app experience with privacy at the core that still deliver great outcomes," he added.
Taylor also said his company was engaging with the EU Commission "constructively" to address their concerns around Google's ads business and avoid conflict of interest between consumers and advertisers.
As Gen AI capabilities are enabled across sectors and impact international discourse, Taylor said Google has been working on AI tools for a decade.
"While the public discourse on AI seems relatively new, we've been innovating on AI and tools that help consumers and businesses for well over a decade."
During the annual Google I/O conference in May, the company introduced AI tools for marketers with a focus on scaling small businesses.
"Indian businesses have been investing to put digital front and centre into their marketing and we're excited about supporting them in leveraging tools like AI to deliver the right outcomes," he said.
With tools like Google products studio, businesses can create customised product images for free, without cost-intensive photoshoots.
He said that AI tools move at the speed of customers, and -- as the internet economy is projected to grow 6 times to USD 1 trillion by the next decade -- businesses are not competing with AI, but with other marketers using AI.
He also said that news publishers are "embracing the opportunity of generative AI" from a content creation and optimisation standpoint.
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London, Nov 22: A bomb disposal squad deployed as a “precaution” to the South Terminal of Gatwick Airport concluded an investigation into a "security incident" on Friday after making a “suspect package” safe.
The South Terminal of Gatwick Airport, the UK's second busiest airport after Heathrow, which was briefly shut owing to the incident reopened following the incident.
The Gatwick is around 45 km south of London.
Two people detained during the enquiries have since been allowed to continue their journey as the airport was opened.
“Police have concluded their investigation into a report of a suspect package at Gatwick Airport. Officers from the EOD (Explosive Ordnance Disposal) team made the package safe, and the airport has been handed back to its operator,” Sussex Police said in an updated statement.
“Two people detained while enquiries were ongoing have subsequently been allowed to continue their journeys. There will remain an increased police presence in the area to assist with passengers accessing the South Terminal for onward travel,” the statement added.
Earlier on Friday, the incident caused severe disruption at the busy airport’s South Terminal, while the North Terminal of Gatwick Airport remained unaffected.
“Police were called to the South Terminal at Gatwick Airport at 8.20 am on Friday (November 22) following the discovery of a suspected prohibited item in luggage,” a Sussex Police statement said.
“To ensure the safety of the public, staff and other airport users, a security cordon has been put in place whilst the matter is dealt with. As a precaution, an EOD (Explosive Ordnance Disposal) team is being deployed to the airport. This is causing significant disruption and some roads around the South Terminal have been closed. We’d advise the public to avoid the area where possible,” it said.
Footage on social media taken outside the airport showed crowds of frustrated travellers being moved away from the terminal building.
Gatwick said it was working hard to resolve the issue.
“A large part of the South Terminal has been evacuated as a precaution while we continue to investigate a security incident," the airport said in a social media post.
“Passengers will not be able to enter the South Terminal while this is ongoing. The safety and security of our passengers and staff remain our top priority. We are working hard to resolve the issue as quickly as possible.”
Train and bus services that serve the airport were also impacted while the police carried out their inquiries.
In an unrelated incident in south London on Friday morning, the US Embassy area in Nine Elms by the River Thames was the scene of a controlled explosion by Scotland Yard dealing with what they believe may have been a “hoax device”.
“We can confirm the 'loud bang' reported in the area a short time ago was a controlled explosion carried out by officers,” the Metropolitan Police said in a post on X.
“Initial indications are that the item was a hoax device. An investigation will now follow. Some cordons will remain in place for the time being but the majority of the police response will now be stood down,” it added.
