Google announced today the introduction of two new features propelled by artificial intelligence (AI) in an effort to automate advertising further. Innovative capabilities designed to identify the most effective placements for brand advertisements across Google’s vast array of services​.

In recent years, artificial intelligence (AI) technology has made significant ripples in the tech industry, with its applications becoming increasingly prevalent in a variety of fields. Google and other prominent technology companies have created chatbots capable of engaging in free-form conversations with users. In addition, AI has become an indispensable instrument for advertisers, which has significantly contributed to the revenue growth of these companies.

While Google has previously released AI-based advertising tools, the tech behemoth is leveraging this technology to help brands achieve more specific advertising objectives. One newly disclosed feature, “Demand Gen,” uses artificial intelligence to distribute an advertiser’s photo and video advertisements across various products. Among these are Gmail, the YouTube feed, and Shorts, YouTube’s response to the popular short-form video app TikTok.

According to Google’s vice president and general manager of advertising, Vidhya Srinivasan, the application of artificial intelligence eliminates the need for advertisers to determine where their advertisements should be placed. Instead, the technology will focus on identifying “shiny, visual, and immersive” placements.

The other newly introduced feature uses AI to identify the optimal ad placements to maximize the views of a brand’s video advertisements. During early testing, it was reported that this new instrument helped brands increase video views by an average of 40 percent.

By employing AI to perform some of the more time-consuming duties for advertisers, brands can focus on refining their marketing strategies and enhancing their narratives. This transformation is expected to increase the effectiveness and efficacy of digital advertising campaigns substantially.