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 »
