According to Search Engine Land in their article “Generative AI’s role in shaping the future of advertising,” the growing availability of artificial intelligence (AI) has made an unmistakable impact on the way content is produced across a wide range of industries and applications. This is especially true for the world of advertising.
“Generative AI is revolutionizing what’s possible with technology, greatly impacting how consumers behave. This change will, in turn, affect how advertisers connect with consumers.
A future vision of search advertising
Generative AI is set to be one of the most transformative technological advancements, significantly impacting the PPC advertising landscape.
The implications for our field are immense, making it essential to understand the potential changes and adapt our strategies accordingly. GML 2024 offered a preview of this future.
Omnipresent generative assistants
Philipp Schindler’s demo of the generative assistant illustrated how AI can act as an omnipresent helper for people. I took away two key points:
- If an AI assistant is always with consumers, advertisers have constant opportunities to connect with them in meaningful and helpful ways.
- The assistant can function as a digital memory, helping consumers recall any experiences they’ve shared with it, creating another opportunity for marketers.
Hands-free assistants
While Schindler’s demo involved holding a phone camera to show the assistant what he saw, more practical hands-free assistants are emerging, making it easier for assistants to always be there with the person they’re helping.
For example, Meta’s AI Glasses have a built-in camera and speakers, allowing users to interact with their environment by saying, “Hey Meta, look at this and tell me…” I use this to summarize things I am reading, like magazines or newspapers.
There are also several button-like assistants, such as the Rabbit R1, Humane AI Pin and Limitless Pendant. Though some of these products have received poor reviews for their execution, they are first-generation products that still showcase what may soon be possible.
Companies will have more opportunities to connect with prospects and customers when people can access useful assistants without pulling out their phones. While we may love our smartphones, there is tremendous friction involved in pulling out your phone every time you need something.
And don’t even get me started on how many clicks it takes nowadays to do what you want on websites before you’ve gotten through all the privacy acknowledgments and discount offers for new customers in an attempt to build first-party data.
Imagine using a hands-free assistant with multi-modal inputs, walking into a fancy hotel, and asking your assistant to find furniture that matches the room or even redesigning your living room in the style of the hotel lobby. With the rise of generative AI, this incremental search behavior will become more typical.
And remembering that new customers are the most expensive to acquire, how could generative AI help drive loyalty and repeat business from existing customers?
Imagine building an IKEA cabinet and hearing your assistant say you’ve placed a panel backward and directing you to page 7 of the manual.
Or, imagine your Blue Apron assistant narrating the recipe while monitoring the pot on the stove and telling you what to do with the next ingredient it sees on your chopping board.
Enhanced consumer memory
Generative AI’s ability to understand consumer behavior through multimodal inputs will also offer advertisers new opportunities.
Cameras can see and interpret what you look at, while microphones can hear and summarize your conversations. This capability opens up possibilities related to memory and can help consumers convert long after they think of something they’d like to buy.
The problem with demos at events like GML is that they often feel forced and don’t represent real-world scenarios. It might be awkward to interrupt a real-world conversation to ask your assistant where to buy the sneakers the person you’re talking to is wearing, but what if you could address it later?
In a quiet moment, you could ask your assistant to remember the sneakers from your conversation with Kirk and help you find similar ones for sale nearby.
Google Ads has long used recent search history to maintain the context of what consumers seek. For instance, a search for “weather in Rome” followed by a generic search for “hotels” will still show hotels in Rome.
But imagine if this memory extended beyond keywords and included all your daily experiences. It would be much easier to find exactly what you’re looking for.”
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Article with all rights reserved, courtesy of Search Engine Land —- https://searchengineland.com/
Photo with all rights reserved, courtesy of Depositphotos —- https://depositphotos.com/
