January 19, withGoogle Gemini The human race is risingadvertiseThe industry has been speculating that this application may be about to be introduced to capture the current heat and help offset the high cost of artificial intelligence infrastructure。
But Dan Taylor, Vice-President of Google Global Advertising, did not think so, and in an interview with Business Insider, Taylor reiterated that “there are no plans to advertise in Gemini applications”。
On the contrary, the advertising team is focusing on the placement of artificial intelligence searches. In 2024, Google began to introduce advertising in the “Agent intelligence overview”, a natural language summary of search results displayed at the top of the search engine outcome page. Last year, Google embedd advertising into the search page of the artificial smart chat robot “Advanced Smart Model”, through which users can conduct more in-depth research and raise follow-up questions。
"Search and Gemini are functionally complementary tools, and they are located differently." Tyler says。
"Although they all use artificial intelligence, search is your access to network information, and Gemini is your artificial intelligence assistant." He explained, “Search helps you find new information, which may include business-related elements such as new products and services. And in our planning, Gemini's role is to help you to create, analyse and land."
From the point of view of advertising, Google has more than 25 years of experience in searching for advertising. By contrast, the commercialization of artificial intelligence assistants is a relatively new and unknown area, with many pressing concerns。
These include:
1. When and where should advertising be displayed
2. What are the forms of such advertising? How should enterprises develop fee models
3. How can artificial smart chat robots, while balancing business interests, ensure that users have accurate and objective answers
4. Is it possible that the introduction of advertising in a competitive pattern that Gemini is currently competing with the dominant market for products such as ChatGPT in OpenAI, Chapilot in Microsoft and Claude in Anthropic
ACCORDING TO IT HOUSE, AS THE TECHNOLOGY GIANTS INVEST BILLIONS OF DOLLARS IN ARTIFICIAL INTELLIGENCE INFRASTRUCTURE, ADVERTISING IMPLANTATION APPEARS TO BE AN INEVITABLE TREND. HOWEVER, IT IS ALSO CLEAR TO ARTIFICIALLY INTELLIGENT ENTERPRISES THAT FIRST-TIME ADVERTISING CAN BE CONSIDERED AS A DOWNGRADING OF PRODUCT EXPERIENCE, LEADING TO LOSS OF USERS。
Google's success in making a profit on existing search products and advertising platforms, with artificial intelligence, is a major advantage over its main rival, OpenAI, who is currently under great pressure to prove its profit path. This advantage may give Google more buffer time, and there is no need to rush to develop a model for Gemini's advertising。
In a recent interview with TBPN, the Science and Technology Analysis Platform, Stratechery's analyst Ben Thompson, stated that OpenAI's delay in introducing ads in ChatGPT “may endanger the survival of the company as a whole”。
“They could have launched the roughest advertising product in 2023. By 2026 these advertising techniques should have matured." And Thompson said, "But now they're going to advertise, and it's going to be bad, and users are going to spit, and then they're going to use Gemini."
At the end of last year, Google released a third-generation Gemini artificial intelligence model and reaped good results, further exacerbating the competition between Google and OpenAI. In response, OpenAI Chief Executive Officer Sam Altman launched the Red Alert, requiring the team to divert resources from new projects, including those that have not yet been advertised, giving priority to the ChatGPT performance optimization。
The Google parent company Alphabet, in its latest quarterly newspaper released last October, revealed that Gemini's monthly active users had reached 650 million. During the same period, OpenAI indicated that ChatGPT had 800 million active weekly users。
TAYLOR DISCLOSED THAT GOOGLE ADVERTISERS CURRENTLY IN EXCESS OF 80% WERE USING SOME FORM OF ARTIFICIAL INTELLIGENCE-DRIVEN SEARCH. THIS IS MAINLY DUE TO THE AVAILABILITY OF TOOLS SUCH AS “SEARCH FOR ARTIFICIAL INTELLIGENCE TO MAXIMIZE” AND “MAXIMIZING IMPACT”, WHICH, THROUGH GOOGLE'S ARTIFICIAL INTELLIGENCE ALGORITHM, AUTOMATICALLY SELECT THE RIGHT ADVERTISING IDEAS AND PLACEMENTS FOR ADVERTISING ACTIVITIES。
However, the advertiser is not currently in a position to assign an advertisement to either the “Advisory Intelligence Model” or the “Advisory Intelligence Survey”. Whether or not an advertisement is placed in these locations is entirely determined by algorithms based on the geographical location, characteristics of the user population, keywords, subject matter, etc。
“At this stage, we do not have a plan to open up the right to purchase these advertising posts separately.” Tyler says。
According to Taylor, the monthly active users of the “Agent Intelligence Survey” have surpassed 2 billion people, and the number of hits and interactions among users of the advertisements is “generally the same” as traditional search advertisements。
In contrast, Google's advertising testing process in the “Agent Intelligence Model” is relatively behind schedule. Transplanting the business model of traditional search advertising into the age of artificial intelligence faces additional challenges in the “artificial intelligence model”. According to Taylor, users will engage in multiple rounds of dialogue for longer periods of time in the “Advanced Intelligence Model” and, if advertised too early, they will feel “sudden” to trigger a “crisis of trust”. For example, a new runner, who had just begun preparing for the second half of the war in marathon, did not necessarily want to see the ads for professional running shoes immediately when he was looking for a body preparation proposal; however, as training advanced, their acceptance of such ads might increase。
“We want to ensure that when users do have an interest in purchasing, they are then given the relevant promotional content instead of being blindly posted to all searchers.” Tyler says。
This month, Google announced that it had begun testing a new form of advertising called “direct preference”. Through this function, advertisers can send personalized discount information to consumers who are about to complete their purchasing decisions in the “Advanced Intelligence Model”. According to Taylor, the current “directly concessional” pilot project, which works with only some selected advertisers, is temporarily unable to disclose the time that the functionality is fully online。
In addition to "direct discounts", Google has released a number of new artificial intelligent shopping experience-related features, including the upcoming billing function, by which consumers can complete the purchase payment process directly within the "artificial intelligence model" and Gemini applications。