June 2023 - AdInvestor

TikTok, the social media giant known for its short-form videos, is testing a new AI chatbot named Tako. This significant development could transform how users interact with the app and consume its content, potentially marking a new era in the app’s user experience.

Tako, currently under testing, is designed to recommend videos based on user queries. By answering a broad range of questions, it can curate a more personalised user experience, thereby increasing the platform’s appeal for both users and advertisers.

For instance, if a user asks for a recipe while watching food videos, Tako will provide related TikTok videos. This tailored approach could radically change search and navigation within the app.

The advent of AI chatbots like Tako can impact digital advertising in several ways:

Personalised Marketing:
AI-powered chatbots can deliver personalised marketing messages based on users’ past behaviour and preferences, leading to a more engaging customer experience.
Improved Campaign Performance:
Real-time analysis of ad performance and subsequent adjustment of targeting parameters by AI algorithms can enhance advertising campaign effectiveness.
Enhanced Customer Interaction:
Chatbots can handle simple customer inquiries, freeing up human resources for more complex issues. This balance between human and AI interactions can improve the overall customer experience.

AI chatbots, when integrated into advertising strategy, can save time, reduce costs, and improve campaign performance. However, it’s crucial to remember that they are tools designed to assist human marketers, not replace them.

Human creativity and strategic thinking remain vital in digital advertising, and finding the right balance of human and AI efforts is essential for effective advertising campaigns.

As TikTok’s experiment with Tako shows, the integration of AI chatbots into social media platforms marks a significant shift in the digital advertising landscape.

It could lead to more personalised user experiences and more effective advertising strategies. Businesses should stay updated with these developments to leverage them to their advantage, improving their advertising strategies and boosting their ROI.

Our team recently had the opportunity to attend the tenth annual Google Marketing Live (GML) in Dublin.

The event focused on the transformative potential of artificial intelligence (AI) and its profound influence on the future of marketing.

In this blog post, we are excited to share the key highlights and insights gained from this amazing event. Join us as we explore how AI is revolutionising the marketing industry and shaping its dynamic landscape.

Image credit: Google Blog

AI: Your New Trusted Partner

Google has introduced a game-changing feature – AI-driven chat for creating Google Ads campaigns directly within the Google Ads interface. This new asset creation feature is designed to lighten your load, giving you more time to focus on strategy and growth. Plus, you’ll have the final say – you can tweak the AI-generated assets before they go live.

A New Era: The Search Generative Experience

The Google Search Generative Experience (SGE) is a promising innovation that aims to integrate Search and Shopping ads directly. Still in the experimental stage, this groundbreaking feature offers a sneak peek into the future of monetised SGE. This is the kind of edge that can set you apart in the marketplace

Maximise Performance with PMax

Performance Max (PMax) campaigns are about to get even better. With the addition of generative AI to create text assets and images, your campaigns will have an edge in the increasingly competitive digital market. Two new goal enhancements will also help you steer PMax efforts towards your ideal customers, boosting your return on investment..

AI-Powered Assets: The Future is Now

Google AI will now create AI-powered assets that target specific search queries. This game-changing approach will revolutionise how you create assets for your campaigns, providing you with a more targeted and effective approach to reaching your audience.

Harness the Power of AI with Google Product Studio

The Google Product Studio tool is your new secret weapon. It allows you to manipulate product photos, edit, enhance, or even sharpen photos via Google AI. It’s time to take your product images to the next level and create a visual brand that truly stands out.

The Next Generation: Google Merchant Center Next

The Google Merchant Center is evolving into Google Merchant Center Next by 2024. This simplified platform will streamline the product feed creation process, reducing the technical work and making it easier for you to showcase your products. An improved UI and insights in the Performance tab promise to enhance your user experience within the platform.

Tactical Tools for Success

Google Ads is set to get even better, with several tactical elements on the way. These include better insights, more tools to guide Google around brand restrictions, and the power of AI and Large Language Models (LLMs) in Smart Bidding. This is your chance to take your Google Ads account to the next level.

Expand Your Reach with New Campaign Types

Finally, Google Ads is introducing two new campaign types: Video view campaigns and demand gen campaigns. These innovative campaigns will help you maximise your reach and drive conversions across various platforms. This is your opportunity to reach a wider audience and boost your business growth.

Final Thoughts: The Future of Marketing with AI

The future of marketing is here, and it’s powered by AI. The transformative power of AI promises to multiply the impact of your marketing efforts, making it a true engine of business growth. It’s time to stay ahead of the curve and embrace these innovative tools.

Remember, the art of marketing, like the art of sales, is at its core a simple one: it’s really about listening to what people want and then giving it to them. The AI-powered tools unveiled at Google Marketing Live 2023 are designed to help you do just that, on a larger and more effective scale than ever before.

So, don’t wait for the future. Embrace it, seize it, and make it your own. Your business deserves nothing less.

Month: June 2023

TikTok’s New AI Chatbot Tako: Transforming User Experience and Digital Advertising

Unleash the Power of AI: Highlights from Google Marketing Live 2023