Sundar Pichai, CEO of Alphabet, acknowledged the pivotal role played by #AI in Google’s remarkable achievement.
Nearly 80% of advertisers already use at least one AI-powered #Searchads product : RSA, Performance Max etc…
Today’s challenge is : Maximize performance with AI vs. control delivery with human control.
➡ Advertisers want a balance of automation to help streamline processes along with human control and oversight.
➡ Advertisers are concerned that Google is increasingly pushing automation without giving them enough control or ability to opt out.
➡ Advertisers like having transparency into how their ads are performing and how their budget is being spent. With increased automation, there is less visibility and more of a “black box” approach.
➡ Advertiser are conscious of risks with full automation, as AI can make decisions based on flawed data or goals that don’t align with the advertiser’s best interests.
↗ Google remains committed to expanding AI capabilities
↗ Google says automation works best when combined with human expertise.
↗ Google will continue to listen to advertiser feedback.
There are differing views on the right level of #automation versus #humancontrol.
Advertisers want more choice and ability to opt out, while Google sees increased automation as the future.
💡 Maximize Performance with AI: Epilogue is already written
Automated ads are more performant
Automated ads are cheaper to operate.
Winner … Google
It also works if you replace « Google » by « Meta »
