Report: Google to cut 30,000 jobs in latest massive layoff
Google's AI-based Performance Max transforms ad creation, autonomously generating ads, revolutionizing campaign planning by eliminating the need for human intervention
Sumit Rawat
Recent reports suggest that Google is poised to dismiss 30,000 employees from its advertising division, prompted by strides in Artificial Intelligence. Sources indicate that new AI developments within Google can autonomously devise high-performing ads, obviating the need for human involvement and rendering the ad sales department redundant.
The restructuring announcement came from Sean Downey, Google's President of the Americas and Global Partners, last week. The tech behemoth's AI-fueled campaign orchestrator, Performance Max, debuted in 2021, receiving a recent upgrade with generative AI capabilities at this year's I/O event. This enhancement streamlined ad customization and scalability.
A growing cohort of advertisers is said to have embraced Performance Max to promote ads across various Google services, encompassing YouTube, Search, Display, Discover, Gmail, and Maps.
This move marks a significant downsizing initiative following Google's earlier dismissal of 12,000 employees earlier this year, constituting the largest layoff in the company's history.
