Google is really diving into the whole generative AI thing. The “code red” situation called when ChatGPT emerged has had Googlers scrambling to come up with new AI features and ideas. Once all the dust settles, Google might focus on “optimizing” the company with its new AI capabilities. With artificial intelligence being all the rage, how much of Google’s, uh, natural intelligence really needs to be there?
A report from The Information suggests that AI might already be taking people’s jobs at Google. The report mentions that Google plans to reassign employees and possibly even lay off some due to automation by AI tools. The jobs are being automated thanks to Google’s new AI tools, and it seems a future restructuring has been announced at a department-wide Google Ads meeting.
In May, Google announced a “new era of AI-powered ads” with a “natural-language conversational experience within Google Ads” that is designed to simplify Search ads. Google’s AI can even scan your website and create keywords, headlines, and more for your ad campaign. Plus, Google’s Performance Max has gotten a generative AI boost and can now create and scale custom assets with just a few clicks, thanks to AI that can scan your website for content. This means variations of your ad are constantly being remixed in real time using click-through rates as feedback.
Having AI monitor ad performance is not only a smart solution, but it’s also cost-effective. The report notes that “Because these tools don’t require much employee attention, they carry relatively few expenses, so the ad revenue carries a high-profit margin.”
The report also mentions that a growing number of advertisers have adopted PMax, eliminating the need for some employees who specialized in selling ads for a particular Google service. It seems like a big re-organization is coming for Google Ads, and we should know more about it soon.