Google said to use generative AI in ad business for 'sophisticated' campaigns
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Google (NASDAQ:GOOG) (NASDAQ:GOOGL) recently unveiled its Bard chatbot, which uses generative artificial intelligence for search, and now the company may be using the powerful technology in its ad business.
The Mountain View, California-based tech giant is reportedly working on incorporating generative AI into its ad business in an effort to create "sophisticated" campaigns, the Financial Times reported, according to an internal presentation given to advertisers.
Google (GOOG) (GOOGL) did not immediately respond to a request for comment from Seeking Alpha.
According to the internal presentation, advertisers can give certain types of content, such as images, videos or texts and the generative AI tools will "remix" it to generate ads depending upon the audiences or sales targets.
The company has publicly stated previously that it uses AI-powered solutions for its advertising and marketing business.
Google (GOOG) (GOOGL) shares slipped nearly 0.5% in premarket trading on Thursday, while competitors Meta Platforms (META), Snap (SNAP) and Pinterest (PINS) declined a similar amount.
Earlier this week, Google (GOOG) (GOOGL) CEO Sundar Pichai said the competition for AI dominance is heating up, though he added society may not be fully ready for what's coming.
"On one hand, I feel no, because the pace at which we can think and adapt as societal institutions, compared to the pace at which the technology is evolving, there seems to be a mismatch," Pichai said in an interview with 60 Minutes. "On the other hand, compared to any other technology, I've seen more people worried about it earlier in its life cycle... and worried about the implications." 
Earlier this month, Google's (GOOG) (GOOGL) Pichai said the tech giant would integrate conversational artificial-intelligence features into its flagship search engine.