In a world where the first impression can define the success of a brand, creativity in digital advertising has become a crucial factor to capture consumer attention. Aware of this, Google has announced a series of innovations in Google Ads that promise to transform the way in which advertisers generate their creative assets, optimizing their impact and scope.
## New functions driven by generative artificial intelligence
Artificial intelligence continues to open new possibilities in digital advertising. Google has launched advanced functions that will allow advertisers to improve the customization and variety of their creative assets. Among the main novelties are:
* Generation of adult people by generative AI
* Assets recommendations adapted to specific audiences
* Asset tests for “maximum performance” campaigns that only use a product data feed
## Greater visual wealth and personalization
Since the introduction of asset generation for “maximum performance” campaigns, Google has worked to improve this technology, expanding it to six new languages and applying it to different types of campaigns, such as “demand generation”, “applications” and “display”. Now, with the help of Image 3, advertisers may generate images of adults through text prompts, which will facilitate the creation of attractive and relevant content for each campaign. These images will be labeled with Synthid, guaranteeing transparency and allowing differentiation between assets generated by AI and those created manually. In addition, Google has implemented strict protocols to avoid the generation of brand products, public figures, minors, or sensitive content.
## Total control of the creative process
The tool offers flexibility to customize the images generated with detailed descriptions about age, gender, and other features, providing total control over the process. In case the results are not satisfactory, users may request variations or discard images and send comments to improve the system. Matthias Wenninger, Group Head Performance Marketing Manager in MediaPlus Performance Germany, highlighted the importance of this innovation: “Now we can easily generate images adapted to specific audiences from within the campaign creation process. The possibility of radically shortening the production cycles of creatives has ceased to be a futuristic fantasy. It’s here. Today.”
## Asset tests and recommendations to improve performance
Google has also introduced data-based recommendations to adapt creative assets to the preferences of the target audience, offering visual themes that resonate with consumers, such as nature scenes or urban environments. In the coming weeks, these recommendations will include images generated through AI to inspire new creative ideas without starting from zero. In addition, Google is developing beta tests for “maximum performance” campaigns focused on retailers that only use product feeds. This functionality will compare the impact of adding text, image, and video assets, including those created with generative AI, compared to the current configuration without visual assets.
## The future of creativity in digital advertising
With these new functions, Google Ads offers advertisers advanced tools to create more effective and attractive campaigns. The combination of generative AI, customization, and automated tests promises to revolutionize digital marketing, allowing brands to reach their audiences with greater precision and creativity. Google invites advertisers to experiment with these new options and share their comments to continue improving the platform. With AI at the service of creativity, the future of digital advertising is more dynamic and promising than ever.
