Today, Google rolled out a slew of products namely AI tools for merchants, allowing them to market brands and products. Officially, products have also been unveiled to propel their ad creativity process and performance at scale with Google AI.
The new tools for retailers include a new profile for e-commerce brands, generative AI features for more effective product imagery, and new immersive ad formats. Google has focused on ‘Brand info at a glance’ through a new visual brand profile right on Search that gives richer results for common shopping queries. “On the new brand profile, we will highlight information you’ve provided through Google Merchant Centre – as well as Google’s Shopping Graph – to showcase your ethos and offering,” Matt Madrigal, VP and GM – merchant shopping, said. Furthermore, Google has also introduced the options of ‘Helping you create better, on-brand content’ and ‘Bringing Shopping ads to life with generative AI,’ with the former focusing on adding new features to Google’s Product Studio application, which will enable one to generate new product images to match their brand style along with the ability to generate videos from just one photo. The latter brings three new ad formats powered by Google’s generative AI, which are connecting a brand’s short-form product videos to its ads, launching Virtual Try-On in apparel ads for men’s and women’s tops, and allowing consumers to have an engaging way to explore a merchant’s shoes through a Shopping ad.
The company shared information on the latest creative asset generation controls, new ad experiences, and visual storytelling features. As specified by Vidhya Srinivasan, vice-president and general manager – ads, emphasis has been laid on ‘Scaling creative production in line with brand standards’, for advertisers to share their font and colour guidelines in Performance Max, provide helpful image reference points to generate new asset variations, and new image editing capabilities so advertisers can try adding new objects, extending backgrounds, and cropping to adapt images to any format, size, and orientation. Moreover, Srinivasan spoke on other facilities such as ‘Bringing creative assets to life with new immersive ad experiences’, to enable advertisers to enhance their Shopping ads with immersive visuals including Virtual Try-On and generated 3D ads, ‘Driving demand and conversions through visual storytelling’, to introduce new formats and features to help businesses engage with these viewers, including vertical ad formats, ad stickers to drive action and new animated image ads automatically created from images in advertisers’ accounts and Demand Gen product feeds, ‘Creating new opportunities to help consumers along their information journey’, to start testing Search and Shopping ads in AI Overviews for users in the US, ‘Improving results with a strong foundation of measurement’, to help advertisers bring sources of first-party data together in one place to use, analyse and activate using Google Ads Data Manager, and ‘Putting Google AI to work for businesses’, to introduce new ways merchants can use generative AI to connect with customers and market their brands and products.
In terms of Google AI supercharging every stage of the advertising process and helping brands connect with shoppers, the company has revealed product descriptions. Namely, the products are ‘New Performance Max Creative Controls’, which include brand guidelines, image editing and image references and image recommendations, ‘New Opportunities for Consumers’, which include Search and Shopping ads in AI Overviews and New Ad Experiences in Search, ‘New Shopping Ad Formats’, which include connecting Short-form Video to Ads, virtual Try-On Ads and 3D Shoe Ads, and ‘New Ways for Merchants to Market their Products’, which include Brand Profile, Image Generation in your Brand Style and Image-to-Video Generation.