JAKARTA - Google, a technology company under Alphabet Inc., will begin testing ads in search results supported by generative artificial intelligence. This was announced by the tech giant on Tuesday, May 23. Google took this step in an effort to confront its competitor, Microsoft, in a lucrative search ad market.
In recent months, Google and Microsoft have accelerated the race to change the way people seek information by injecting generative artificial intelligence into their search engines. This allows search engines to provide conversational writing responses to questions, synthesize information online, and display relevant websites.
The ability of artificial intelligence will also change the way advertisers reach consumers through search engines, a market that is expected to reach $286 billion this year, according to research firm MAGNA.
For example, users can search for "mountage bags for children" in Google's new version, and artificial intelligence can respond with advertisements for a specific type of mountain bag, along with tips for choosing the best bags for children, Google said.
"This is a new, simpler, and helpful way of interaction in interacting with Google searches," Jerry Dischler, vice president and general ad manager, said in an interview. "This will be a great opportunity to provide a pleasant user experience that will open up new commercial opportunities in the future."
Google recently introduced a new version of their search engine, called Search Generative Experience. This new version will roll out in the coming weeks via the waiting list.
"The company will test the placement of new ads using existing ads in traditional Google searches," said Dischler.
During the annual Google Marketing Live event on Tuesday, May 23, Google also announced a new chatbot conversation that will help brands in the advertising process.
Advertisers can enter their websites, and artificial intelligence chatbots will recommend ad titles, certain keywords, and images that should be included in ads to attract consumer attention, Google said.
The tech giant is already offering tools that can automatically generate ads for brands. The tool will now have the ability of artificial intelligence to be generative and can create ads based on the context of user questions, Google said.
Although Google is a leader in search ads, these new features are launched as Microsoft is also moving quickly as competitors.
Microsoft has started testing ads on Bing search engines supported by artificial intelligence, and has even held meetings with advertising agents since February.
The search ad market is becoming increasingly important for both companies, as search engine usage continues to rise and advertisers are looking for new ways to reach consumers more effectively. By leveraging generative artificial intelligence, both Google and Microsoft hope to provide a more relevant and useful search experience for users, while providing better commercial opportunities for advertisers.
Google, with these new steps, hopes to maintain its position as a leader in the search advertising industry. However, competition with Microsoft is increasingly demanding Google continue to innovate and improve its products and services. With the presence of generative artificial intelligence in its search results, Google hopes to provide a more enjoyable and exciting user experience, while opening up new opportunities for advertisers.
Meanwhile, for advertisers, the ability of this generative artificial intelligence opens new potential to target consumers more precisely and generate more relevant ads. With information synthesized by artificial intelligence, advertisers can generate ads that match user contexts and needs, increasing the effectiveness of their advertising campaigns.
In the coming weeks, testing and implementation of these new features will provide a clearer picture of the impacts and potentials possessed by generative artificial intelligence in the search advertising industry. It is hoped that with the advancement of this technology, the user experience will be further optimized and advertisers can achieve better results in promoting their products and services.
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