Google Reportedly Uses AI to Automate Jobs in Advertising Sales Unit

In response to the success of AI models like ChatGPT, Google is reportedly exploring ways to leverage generative AI across the company. The Information reports that Google is considering consolidating staff in its customer sales unit, potentially leading to layoffs. The roles in question involve overseeing relationships with major advertisers, and the restructuring is said to be a response to the automation of these jobs by Google's new AI tools.

Key Points:

1. AI-Powered Ads: Google announced a "new era of AI-powered ads" in May, introducing a natural-language conversational experience within Google Ads. The AI could scan websites and generate keywords, headlines, descriptions, images, and other assets for ads.

2. Performance Max (PMax): Google's Performance Max received a generative AI boost and can now create custom assets and scale them with a few clicks. This AI-driven tool helps advertisers decide where an ad should appear and generates ad content using generative AI that scans websites for material.

3. Automation and Efficiency: The automation of ad creation and optimization tasks by AI tools reduces the need for human involvement and minimizes expenses. Ads can be adjusted in real-time based on click-through rates and performance metrics.

4. Potential Workforce Impact: The shift to AI-driven ad tools may result in a reorganization of Google's ad division, potentially impacting the workforce. As of a year ago, Google had about 13,500 people dedicated to sales work in the ad division.

5. High-Profit Margin: AI-driven tools require less employee attention, contributing to higher profit margins for ad revenue. Advertisers benefit from automated monitoring of ad performance and dynamic adjustments.

6. Expected Announcement: Some employees anticipate changes to be announced next month, revealing the scale and specifics of Google Ads' reorganization.

The move reflects the broader trend of companies utilizing AI to streamline operations, increase efficiency, and adapt to changing market dynamics. While potentially leading to job restructuring, the implementation of AI technologies aims to enhance overall business performance.