Today Google announced a series of innovative generative AI tools for brands during its Google Marketing Live event. These new tools include enhanced options for ad creation, customized Search ads based on website text, and more.

One of the exciting features Google is introducing is a process that allows advertisers to generate background visuals for their product shots. This feature aims to help content stand out in user feeds by providing advertisers with various ways to create eye-catching visuals. The new Product Studio powered by generative AI enables businesses of all sizes to effortlessly create unique and tailored product imagery at no cost. It also offers the ability to generate multiple versions of product images based on text prompts, opening up endless possibilities for promotional campaigns.

Moreover, the ad creation tool not only facilitates the generation of new background visuals but also enables advertisers to remove backgrounds. This feature maximizes the utilization of visual assets, allowing advertisers to make the most of their existing resources. Additionally, the tool can enhance the quality of small or low-resolution images without requiring reshooting.

The versatility of these generative AI tools presents an effective and adaptive approach for brands. Instead of solely creating entirely new images, which may not always align with a brand's specific products, the focus is on enhancing existing visual assets with generative add-ons. This valuable use case simplifies the creation of multiple campaign versions, facilitating A/B testing of different elements.

Another remarkable feature being launched by Google is a process that summarizes website content and creates ad variations based on the site's text.

By providing a preferred landing page, Google AI can summarize the page and generate relevant keywords, headlines, descriptions, images, and other assets for advertising campaigns. Advertisers have the opportunity to review and easily edit these suggestions before deployment. This capability greatly enhances the alignment between ads and specific search queries, ultimately driving more personalized and relevant Search Ads. Leveraging the language used on the advertiser's website can also help pique users' interest.

Google is also introducing a new Search ad creation process that takes into account top search trends and the text found on websites. For instance, when a user searches for "skin care for dry sensitive skin," AI can use content from the landing page and existing ads to create a headline that closely aligns with the search query, such as "Soothe Your Dry, Sensitive Skin." This feature ensures greater personalization and relevance within Search Ads by leveraging the specific language presented on the website.

Google aims to align its Search ads with new generative search experiences as the industry shifts towards AI-powered responses. In the upcoming months, Google plans to experiment with Search and Shopping ads directly integrated into AI-powered snapshots and conversational modes. For example, if a user searches for "outdoor activities to do in Maui" and further narrows down the search to "activities for kids" and "surfing," they may see a fully customized ad from a travel brand promoting surfing lessons for kids. This integration of ad tools within these new processes is crucial to adapt to changing discovery trends. Microsoft is also exploring generative search ads on Bing in a similar effort.

Furthermore, Google is simplifying the product feed set-up process within Google Merchant Center by automatically populating a merchant's product feed with information detected from their website. Additionally, new insights will be provided to highlight top-performing products, aiding advertisers in optimizing their campaigns.

These advancements in Google's ad options embrace the shift towards generative AI and can significantly simplify the process of reaching the right audience at the right time. Advertisers can now align their terms, visuals, and other elements with user interests more effectively.