Google unveils new AI tools for marketers and advertisers
Last week, Google unveiled customizable tools for advertisers, including features like Virtual Try-On, aimed at assisting shoppers in their purchase journey, stated Google's Jeff Harrell
Sumit Rawat
At a media roundtable preceding Google Marketing Live 2024, Shashi Thakur, Google VP and GM for Search Ads, and Jeff Harrell, Senior Product Manager, introduced a range of innovative tools and customizable options for advertisers, primarily powered by AI.
Among the new features are enhanced Performance Max creative controls, allowing advertisers to specify fonts, colors, and image references to generate new asset variations. New image editing capabilities will also be available, enabling advertisers to add objects, extend backgrounds, and crop images to fit any format, size, and orientation.
Google is set to elevate Shopping ads with immersive visuals like Virtual Try-On and 3D spinning ads. Later this year, a new feature will allow shoppers to explore product videos, summaries, and similar products within an ad.
Jeff Harrell explained to exchange4media that while these developments are aimed at advertisers, features like Virtual Try-On enhance the consumer experience, giving shoppers more control over their purchase decisions.
In a blog post, Matt Madrigal, VP and GM, highlighted the success of Virtual Try-On technology, noting that it has increased retailer site clicks and improved image engagement by 60%. Google is now launching Virtual Try-On for men’s and women’s apparel ads, allowing shoppers to see how products look on different body types, boosting purchase confidence.
Google will also begin testing Search and Shopping ads in AI Overviews for U.S. users, aiming to guide consumers through complex purchase decisions.
Vidhya Srinivasan, VP/GM of Ads, emphasized in a separate blog post that these AI innovations are designed to enhance marketers' capabilities, not replace human creativity and strategic insight. She acknowledged the challenges businesses face with AI integration and expressed Google's commitment to evolving its products thoughtfully based on customer feedback.
