Google Seeks To Guard Its Flanks With AI Tools

Google is pushing ahead with generative artificial intelligence (AI) tools for its advertising platform in India and across the world, as it stares at a potential decline in digital ad revenue in the age of AI.

On 25 April, Google’s parent reported a second consecutive quarter of declining advertising revenue, which accounts for nearly 80% of the company’s annual revenue. Just a month later, it unveiled its generative AI tools for advertisers globally, and brought them to India in July.

At a media round table on 31 July, Dan Taylor, vice-president of global ads for Google, said the new tools under the “Performance Max" fold will help digital marketers craft more relevant advertising, widen the impact of advertisements, and deepen customer engagement. Financial services group HDFC, e-commerce platform Myntra and insurance firm Tata AIG are among Indian companies using these tools, he said.

“We see it as an enhancement, and a tool to exponentially increase the opportunity to reach consumers with relevant ads, to reach consumers with a relevant experience on their website," Taylor said.