Google unveils AI tools to boost product imagery and immersive ad formats for brands and retailers

Google Marketing Live 2024 witnessed the launch of a wave of new AI-powered tools designed to enhance the connection between shoppers and retailers. Google's focus is on creating a more immersive and engaging shopping experience through compelling content and ad formats.

Visual Brand Profiles for Deeper Brand Storytelling

Search results for shopping queries are getting richer with the introduction of new visual brand profiles. This feature leverages information provided by brands through Google Merchant Center and the Shopping Graph to showcase a brand's unique identity and offerings directly on Search.

AI-Powered Content Creation with Product Studio

Google introduced Product Studio in 2023, a one-stop shop for merchants to leverage AI-powered content creation. 80% of merchants using Product Studio report increased efficiency or the expectation of increased efficiency. Building on this success, Google is adding new features that empower merchants to:

• Generate Brand-Cohesive Images: Product Studio can now generate new product images that seamlessly match a brand's existing style, ensuring consistency across campaigns.

• Effortless Image Creation: Merchants can upload an image representing their brand's aesthetic and add a scene description. Product Studio will then generate campaign-ready content within moments.

Global Availability of Product Studio

Product Studio is currently available in Australia, Canada, the UK, and the US through Merchant Center Next and the Google and YouTube app on Shopify. It's expected to roll out in India and Japan within the next few weeks.

Immersive Ad Formats Powered by Generative AI

Google is introducing new ad formats leveraging generative AI to elevate the performance of brand advertisements. Here's a breakdown of these exciting new features:

• Short-Form Product Videos with Enhanced Shopping Experience: Initially launching in a closed beta later in 2024, retailers can connect their brand's short product videos or videos from creators directly to their ads. This allows shoppers on Search to engage with these videos with a single click. The videos can showcase how clothes might look on them, provide helpful styling suggestions, and allow for easy exploration of related or complementary products from the brand.

• AI-Powered Summaries for Informed Decisions: Google will display AI summaries below the video highlights, providing shoppers with key product details to aid their purchase decisions.

• Virtual Try-On Expands to Apparel Ads: Following the success of Virtual Try-On (VTO) technology launched on Search in 2023, Google is expanding its reach. VTO will now be available in apparel ads for both men's and women's tops, allowing shoppers to visualize how the garments would look on various body types, fostering buying confidence.

• 3D Shoe Spins for Simplified Asset Creation: Leveraging 3D technology, Google can now automatically create 3D product spins from a set of images. This simplifies asset creation for merchants selling shoes.

Overall Benefits of Generative AI for Advertisers

• Unlocking New Marketing Possibilities: Generative AI, as implemented in Performance Max, is helping advertisers meet their needs more effectively and unlock new possibilities across the marketing process, from creating immersive ad experiences to generating high-performing creative assets.

• Performance Max Optimization: Data from Google shows that advertisers who improve their Performance Max Ad Strength to "Excellent" see an average increase of 6% in conversions. Performance Max ad groups leverage Google's entire ad inventory, providing brands with more opportunities to connect with potential customers.

Enhanced Control and Flexibility for Advertisers

• Advanced Image Editing Capabilities: Google will introduce new image editing tools allowing advertisers to add new objects, extend backgrounds, and crop images to adapt them to any format, size, or orientation. Additionally, retailers can leverage these editing features to highlight their products directly from their Google Merchant Center feeds.

Expanding Reach with Performance Max and Demand Gen Campaigns

• Demand Gen Campaigns for Wider Audience Reach: Launched in 2023, Demand Gen campaigns can reach up to 3 billion users monthly. These campaigns have proven successful in driving demand and conversions for advertisers. Google plans to expand access to these campaigns to even more advertisers through Display and Video 360 and Search Ads 360.

• Engaging with YouTube Shorts Viewers: With over 2 billion monthly logged-in users, YouTube Shorts offers a massive platform for brands to connect with potential customers who discover new favorites through short-form video content. To capitalize on this opportunity, Google is introducing new formats and features, including:

  • Vertical ad formats

  • Action-driving ad stickers

  • New animated image ads automatically created from advertiser images and Demand Gen product feeds.

Conclusion

Google's latest AI tools and immersive ad formats are set to revolutionize the way brands and retailers connect with customers. By leveraging these advanced technologies, businesses can create more engaging and effective marketing strategies, ultimately driving better customer experiences and higher conversion rates.