Google continues to push the boundaries of artificial intelligence (AI) in advertising with its latest announcements. The tech giant has introduced two innovative AI-powered ad campaign options and an enhanced Augmented Reality (AR) Try-On process. These advancements aim to empower brands with more effective ad creation and targeting capabilities, as well as provide users with a highly accurate visualization of clothing on their body types.
As explained by Google:
“With Demand Gen, your best-performing video and image assets are integrated across our most visual, entertainment-focused touchpoints – YouTube, YouTube Shorts, Discover and Gmail. These products reach over 3 billion monthly users as they stream, scroll and connect.”
The Demand Gen process enables you to manage your campaigns across each surface, with your creative elements re-used across each format.
You can make the most of Google’s AI and audience segments to effectively target specific groups of people.
By doing so, you can optimize your creative assets and achieve better targeting for improved response rates.
Google is launching Video View campaigns, allowing brands to maximize their views across different formats, including in-stream, in-feed, and YouTube Shorts, all within a single campaign.
In tests, Video View campaigns have shown an average of 40% more views compared to in-stream skippable cost-per-view campaigns.
With Google’s advancing AI capabilities, you can benefit from enhanced targeting and broader reach without the need for extensive manual work. It’s worth exploring these new options to see the results you can achieve.
Moreover, Google is working on an exciting generative AI process for virtual clothing try-ons. This technology utilizes digital models that accurately represent your body type, providing a more realistic visualization of how clothes would fit on you. This aims to enhance the online shopping experience and help you make better-informed decisions about your clothing choices.
As per Google:
“Virtual try-on for apparel shows you how clothes look on a variety of real models. Here’s how it works: Our new generative AI model can take just one clothing image and accurately reflect how it would drape, fold, cling, stretch and form wrinkles and shadows on a diverse set of real models in various poses. We selected people ranging in sizes XXS-4XL representing different skin tones (using the Monk Skin Tone Scale as a guide), body shapes, ethnicities and hair types.”
New Ad Types: Demand Gen and Video View Campaigns
Google’s latest offerings, the Demand Gen and Video View campaigns, bring exciting opportunities for advertisers to leverage AI in their marketing strategies. These new ad types allow brands to optimize their video and image assets, transforming them into various Google ad formats that effectively reach and engage specific users.
This advancement also means that you can gain better insights into how clothing will appear on you personally, enhancing the possibilities for expanded AR Try-On options and ultimately improving the online shopping experience.
While Google’s generative AI process for virtual clothing try-ons is intriguing, it may not quite match up, both literally and metaphorically, to Snapchat’s Clothing Try-On AR tools. Snapchat’s tools, available within its ARES product offering, use your actual body instead of a simulated version overlaid on a digital mannequin. This approach adds an additional layer of qualification to your purchase process, which can be beneficial during the consideration phase.
Both Google and Snapchat’s advancements offer unique benefits, and it’s worth exploring how each can enhance your marketing and shopping experiences.
“Starting today, US shoppers can virtually try on women’s tops from brands across Google, including Anthropologie, Everlane, H&M and LOFT. Just tap products with the ‘Try On’ badge on Search and select the model that resonates most with you.”
Google says that this will be expanded to more regions, products and models over time.
Finally, Google’s also added new ‘guided refinements’ to product searches, which will enable you to add additional qualifiers to product searches in the app.
As you can see, with these new tools, you’ll be able to hone in your results based on price, color, pattern options, and more.
The matches are based on machine learning and new visual matching algorithms, which is another way that Google’s looking to integrate advancing AI options into its Search tools – not as a replacement for traditional search, but as a complement to the process, to help improve utility.
Which is important for Google to highlight, because right now, a lot of the industry chatter is based around how generative AI will eventually render Google search obsolete, by enabling more semantic search options, and providing more human-like answers via conversational AI. It’s too early to predict the full impact in this respect, but there is a case to be made that simplified AI interactions will supplant at least some Google search traffic, which could be a major problem for Google if it fails to keep up with the latest trends.
That’s why Google’s developing its own AI models, and rolling out its own generative AI features.
Changes Driven By Behavioral Shifts
Updates like these are another step in that direction, as it continues to evolve with behavioral shifts.
Demand Gen Campaigns: Maximizing Asset Utilization for Wider Reach
Demand Gen campaigns empower brands to extract the maximum value from their video and image assets. By harnessing AI, these campaigns translate the assets into different Google ad formats, allowing brands to maximize their reach and appeal to specific user segments. This innovative approach helps brands leverage their existing creative materials to unlock new possibilities for customer engagement.
Video View Campaigns: Enhancing Engagement and Brand Awareness
With Video View campaigns, Google utilizes AI to enhance the impact of video advertisements. Leveraging the power of machine learning algorithms, these campaigns optimize the delivery of video ads to reach users who are more likely to engage with the content. By identifying the preferences and behaviors of target audiences, brands can create compelling video ads that resonate with viewers, leading to improved engagement and increased brand awareness.
Enhanced AR Try-On Experience: Realistic Clothing Visualization
In addition to the new ad campaign options, Google has also introduced an enhanced AR Try-On process powered by AI. This innovative technology provides users with more accurate visualizations of how clothing items look on their unique body types, revolutionizing the virtual shopping experience.
By utilizing advanced AI algorithms, Google’s AR Try-On process analyzes the user’s body type and combines it with the selected clothing item’s characteristics. The result is a highly realistic visualization that enables users to make more informed purchasing decisions. This enhanced AR Try-On experience bridges the gap between the online and offline shopping worlds, offering customers greater confidence in their clothing choices.
Google’s latest advancements in AI-powered advertising are set to reshape the marketing landscape. The introduction of Demand Gen and Video View campaigns allows brands to maximize their existing assets and reach specific user segments more effectively. Moreover, the enhanced AR Try-On experience powered by AI provides users with a realistic visualization of clothing items, fostering greater confidence in their online purchasing decisions.
As AI continues to evolve, Google remains at the forefront, enabling marketers and consumers alike to benefit from its transformative capabilities. These latest developments emphasize the company’s commitment to driving innovation in advertising and enhancing the overall user experience.
If you’d like assistance leveraging AI to enhance your customer engagement, contact me today for an in-person strategic planning and training session.
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