Intelligent chatbots have only recently arrived, and tech giants are actively exploring ways to integrate ads into AI and user conversations. Microsoft began including sponsored links in conversations with search engine bot Bing back in March, and now Google plans to offer something similar to participants in its Search Generative Experience (SGE) testing program in the US for the time being.
At the Google I/O event for developers, Google showed how this could work. For example, when searching for a bike, generative AI can indicate what to look for when purchasing, and the user can see sponsored links to products that match a specific search query.
The company also said that ads will be integrated directly into the chatbot dialog box. For example, when searching for “active vacation on Maui” with the clarifications “kids’ recreation” and “surfing”, among other things, the user receives an optimized ad with the offer to teach children to surf at this location. At the same time, the display differs visually from the AI-generated text and is marked accordingly.
However, search results can be misleading because, for example, when searching for a backpack, advertisements are integrated into the general list of products selected by the AI. The company says it will experiment with other ad formats consistent with the SGE project.
We are also aware of other Google advertising initiatives related to Generative AI. In particular, it is reported that it is possible to automatically ingest content from the promoted page to create headlines that match the context of the requests.
Google intends to use generative AI in Performance Max campaigns, which will enable advertisers to use the Google Ads toolkit to display ads in search, YouTube videos, GMail, Maps and other services. When advertisers provide Google with a link to a website, the AI learns brand information and creates a campaign by suggesting text and other relevant assets, including generated images, keywords, headlines and other content.