Google is set to give its advertising business a creative boost by incorporating generative artificial intelligence (AI) technology, according to a Financial Times report based on an internal presentation.

The plan is to introduce generative AI to Google Ads, creating innovative advertisements. Advertisers will provide their own creative elements, such as images, videos, or text. The AI will then blend these ingredients to generate tailored ads targeting specific audiences and establish sales goals for the campaign.

This development comes shortly after Google introduced Bard, its own chatbot designed to rival Microsoft's ChatGPT. This new move could be another attempt by Google to capture more of the AI market share.

As AI continues to grow in popularity and technical capabilities, concerns about its broader societal impact have emerged. To address these issues, the Financial Times reported that Google will implement safeguards against disinformation, phishing attempts, and cybercrime.

Sam Richardson, Customer Engagement Consultant at Twilio, commented on the news, saying, "Google's push towards AI indicates the direction the ad industry is heading. The success of generative AI will depend on how companies use it. The most significant gains will be made by those who leverage these powerful tools, along with a customer data platform, to automate personalization and deliver customized experiences to customers in real-time."