Google is conducting a test with AI-generated backgrounds for product images in Shopping Ads. The technology applies a new background while keeping the original product unchanged. Advertisers can manually approve an image before it goes live and have the option to opt out of this test.
How does it work?
Google's AI adds contextual backgrounds to existing product images while leaving the product itself unchanged. Before the images go live, human approval is required. This is intended to ensure that the final advertisements align with the advertiser's brand identity.
What does this mean for companies?
Product images play a crucial role in the conversion of online advertisements. By utilizing AI, advertisers may achieve better results without additional investments in photoshoots or graphic design. This can be particularly beneficial for smaller retailers that do not have the budget for professional photography.
However, this test raises questions. AI-generated creations do not always align seamlessly with brand guidelines. Many companies want to maintain full control over their visual expressions. Therefore, Google offers the option to opt out of this test.
The broader impact
This experiment aligns with Google's strategy to integrate AI more deeply into advertising products. By lowering the barrier for high-quality product presentation, smaller advertisers are given a chance to compete with larger players. The question remains how consumers will respond to AI-optimized ads and whether this will actually lead to a higher conversion rate.
Conclusion
Google is focusing on AI to make Shopping Ads more visually appealing, but advertisers retain control. The success of this feature depends on how well AI can adhere to brand guidelines and whether consumers perceive the generated backgrounds positively.