According to an internal presentation to advertising clients obtained by the Financial Times, Google intends to use the power of artificial intelligence to create tailored advertising using content supplied by human marketers. This new technology has the potential to increase conversion rates and optimise marketing strategies, giving businesses a competitive advantage in the dynamic digital advertising landscape.

Google believes that generative AI has the potential to bring a new area of creativity to advertising. While Google already uses AI in its advertising business to create basic marketing incentives aimed at driving sales, the integration of the latest generative AI, which also powers its chatbot Bard, will allow it to create more sophisticated campaigns that closely resemble those created by marketing agencies. These campaigns can include a combination of images, video and text.

Google is trying to catch up with ChatGPT and in February released its own chatbot called Bard, which unlike its competitor draws information directly from the internet. ChatGPT could disrupt the way consumers search for information, and according to UBS analysts, it had 100 million monthly active users in January (just two months after launch), making it the fastest-growing consumer app in history. However, big language models like LaMDA and GPT-3.5 (which powers ChatGPT) have shortcomings. Because chatbots learn their skills by analyzing vast amounts of text posted on the Internet, they cannot distinguish between fact and fiction.

Chatbots represent a huge change in the way computer software is created, used and operated. Among other things, they are poised to transform Internet search engines such as Google Search and Microsoft Bing, talking digital assistants such as Alexa and Siri, and email programs such as Gmail and Outlook.