At the recent Google Marketing Live event, the buzzword on everyone’s lips was “AI.” With a staggering mention count of 64 times, it’s evident that Google is fully committed to integrating artificial intelligence into its products and services. This post explores some of the exciting AI-driven advancements showcased during the event as well how it will enhance the marketing strategies and projects that we deliver here at BIG.  

Unleashing the Power of AI-Generated Images: 

One remarkable feature unveiled by Google is the ability to generate images using AI. Similar to the renowned DALL-E, users can now engage in conversations with Google and obtain unlimited variations of product photos from a single shot. For instance, a skincare company could request an image of their product surrounded by daisies in a field with a dog in the background. Google Product Studio, the intelligent tool at the core of this innovation, would swiftly generate a visually captivating image aligning with the description. Furthermore, Product Studio facilitates background removal and enables enhancing the quality of low-resolution images without the need for reshooting the product. While this feature provides convenience and unlimited variations, it also raises concerns regarding the authenticity and potential misuse of AI-generated visual content. There is a risk that AI-generated images may be used to deceive or manipulate users if not properly regulated. 

Revolutionising Copy Generation:  

For marketeers and PR professionals, generating copy can often feel repetitive. However, Google AI aims to inject a conversational aspect into the process, allowing users to provide information to Google, empowering AI to generate ad copy. Although this feature is yet to be utilised widely, it presents an intriguing avenue for exploring the effectiveness of AI-generated copy in enhancing marketing efforts. However, relying too heavily on AI-generated copy may result in a lack of originality and human creativity. It’s essential to strike a balance between AI assistance and maintaining the unique human touch in marketing and creative efforts. 

AI-Powered Video Creation:  

Building on the success of image generation, Google is expanding the capabilities of AI to the realm of video creation. Leveraging AI, users will soon be able to generate voiceovers, text animations, and resize videos to fit different placements. Moreover, the voiceovers can be customized based on language and voice type, such as a deep male voice or a “luxury female” voice. This development has the potential to revolutionise video content creation and make it more accessible to a wider range of businesses and individuals. However, as AI becomes more capable of generating high-quality video content, there is a potential impact on video production professionals who may face reduced demand for their services. It is crucial to ensure that AI-driven advancements in video creation do not unduly disrupt employment opportunities. It will remain to be seen how ‘polished’ AI content looks and whether or not this is contradictory to the highest performing content we’re seeing at the moment.

Enhanced Advertising Potential:  

Google is continuously finding innovative ways to improve advertising reach and relevance. By integrating client ads alongside Bard’s conversational AI, users deep in search results can receive product recommendations seamlessly. This integration presents an exciting opportunity for advertisers to enhance their ad visibility and engage potential customers when they are most receptive. Although, striking a balance between advertising relevance and respecting user privacy is essential to maintain trust and avoid potential privacy infringements. 

The Rise of PaLM 2:  

Google’s PaLM 2, the next-generation large language model, is poised to revolutionise language understanding and generation. With advanced reasoning tasks, multilingual proficiency, and an understanding of riddles, idioms, and coding languages, PaLM 2 broadens the scope of AI-powered applications. It equips users with the ability to tackle complex tasks, including code generation in various programming languages. 

Driving Performance and Privacy with AI:  

Throughout the event, Google emphasised the three main areas impacted by AI: creativity, performance, and privacy. AI-driven performance allows better language understanding and native AI product integration. Meanwhile, AI plays a crucial role in maintaining user privacy and data protection, with initiatives such as first-party data strategies and Google’s ads data hub. However, privacy concerns continue to be a main issue for many users. The main concerns being the vast amount of data that Google AI collects from its users this leads to many questions surrounding security and confidentiality of personal information.  

Google Marketing Live 2023 showcased Google’s unwavering commitment to AI integration in its products and services. From AI-generated images to AI-powered video creation and enhanced advertising potential, these innovations hold tremendous promise for marketeers and creative professionals. As AI continues to drive innovation and growth, it becomes increasingly clear that embracing AI is the key to staying competitive in the ever-evolving digital landscape. 

While Google AI’s advancements showcased at Google Marketing Live 2023 are impressive, it’s important to consider potential issues such as the authenticity of AI-generated images, the balance between AI and human creativity, privacy implications of personalised advertising, centralisation of AI expertise, and ensuring robust privacy protections for user data.

At BIG, we’re excited to see what the future holds, with teams across the agency constantly on the lookout for the latest technological advancements that help us to deliver results for our clients to be proud of.  

Back to blog