Google is working to help advertisers create compelling visuals without investing as much time and budget in graphic designers, photographers, set designers, and models. While this may not be welcome news for those professionals, and could potentially lead to inaccurate product images disappointing shoppers, Google hopes that AI-generated imagery will make ads more engaging and increase click-through rates, thereby boosting its revenue.
This move also allows retailers to bypass expensive software like Photoshop and reduce spending on creative services. However, it remains unclear how many businesses will be motivated to increase their advertising spend. For instance, Shannon Smyth, founder of A Girl’s Gotta Spa, appreciates Google’s Product Studio but doesn’t purchase ads on Google.
AI-generated advertising is becoming more prevalent. Meta recently gave Facebook and Instagram advertisers the ability to generate new versions of existing product photos using AI, after initially offering AI-generated backgrounds. Both Meta and Google also offer tools to generate marketing copy for ads.
Amazon introduced a similar beta image-generation tool last fall, enabling brands to create dynamic backgrounds for product photos, such as a backyard scene for a garden hose instead of a plain white backdrop.
The key question is whether consumers will find AI-generated ads off-putting, assuming they notice them at all. Some fashion brands, like Levi’s and Selkie, faced backlash for experimenting with AI. However, for many smaller e-commerce businesses, the advantages of using AI may outweigh the risks.
“Small businesses are struggling,” Smyth said. “AI has helped me maintain a visual presence with customers and potential customers. Without it, I likely would have abandoned many social channels.”
In summary, while AI-generated imagery in ads may raise some concerns, it offers significant benefits for businesses looking to cut costs and enhance their advertising efforts.
