# GOOGLE EMBRACES AI FOR ADVERTISING
Google is reportedly set to incorporate generative AI technology into its advertising business later this year. According to a report from The Financial Times, the search giant will allow advertising customers to input text, image and video content into its AI systems. The machines will then generate advertisements based on customer goals, such as audience and sales targets. This new approach to advertising could result in a more efficient and streamlined advertisement process, but there are risks.
# THE CHALLENGES OF GENERATIVE AI TECHNOLOGY
Generative AI technology, such as text generators, is known to introduce errors and replicate biases found within the training data. One person familiar with Google’s presentation expressed concerns that the use of generative AI could introduce factual errors into ad campaigns. The risk arises as AI is optimized to convert new customers and is not concerned with factual accuracy. While Google has stated it will introduce safeguards to protect against this eventuality, fully safeguarding new AI products is unlikely.
# GOOGLE’S RUSH TO KEEP UP WITH RIVALS
Google faces mounting pressure to maintain its position as the leading provider of online advertising. Competing firms, including Microsoft and Canva, already provide AI tools to remix creative content. Meanwhile, Facebook and Instagram owner Meta also plans to introduce generative AI advertising tools later this year. However, Google has come under fire for rushing to keep up with rivals and, in its hastiness, making serious mistakes.
# ETHICAL CONSIDERATIONS AND OVERSIGHT
The development of AI technology has raised ethical concerns. At its current stage, AI systems lack the ability to make objective ethical judgments, and its use can raise ethical concerns. Therefore, a rigorous ethical framework and oversight system is necessary to ensure AI technology is employed to the benefit it can offer. Google’s rush to implement AI technologies, ignoring ethical and reliability warnings, has drawn criticism.
To read more about these developments, visit The Financial Times or Asia Nikkei.