Google is rolling out tools that let advertisers create AI-generated content

Google is rolling out a new feature that allow advertisers to create AI generated content using the same technology as the Bard chatbot, confirming a report from earlier this year. The feature is now available in beta on Google’s Performance Max advertising product, allowing US advertisers to create and scale text and image assets for campaigns using AI, the company announced in a blog post.

Performance Max is already an AI-powered product that works across multiple Google products including Youtube, search, display and others. It optimizes ads by analyzing performance data, and the new feature supplements that by using AI to assist in asset creation as well. As Google puts it, the features will allow advertisers to quickly create high-quality, personalized assets on various Google platforms.

“Asset variety is a key ingredient for a successful Performance Max campaign,” wrote Google’s Pallavi Naresh. “You’ve told us that creating and scaling assets can be one of the hardest parts of building and optimizing a cross-channel campaign. Now, you’ll be able to generate new text and image assets for your campaign in just a few clicks.”

Much like Bard or ChatGPT, users feed prompts to the AI, and it creates unique images and text for each business. Marketers can review and edit any assets created by the system prior to publication. It can be used to create versions of the same ad, or build new ads from scratch. All AI-generated imagery contains a visible watermark and is tagged as such. “We also have guardrails in place to prevent our systems from engaging with inappropriate or sensitive prompts or suggesting policy-violating creatives,” Naresh wrote.

The feature should help marketers create advertising materials more quickly, while of course helping Google post those ads and make money more quickly. In that sense, it’s pretty much a perfect AI use case for Google, which makes the vast majority of its revenue from advertising. The new system is currently in beta and only available in the US, but is expected to roll out more widely by the end of 2023.