A new AI-driven ad experience aimed at boosting consumer confidence for online purchases and assisting with complex shopping decisions was unveiled today at Google Marketing Live 2024.
What’s new. AI-powered ad types for an immersive experience:
- Video-powered Search Ads: Retailers can now integrate short-form product videos into their ads. These can be brand-created or sourced from influencers. Shoppers on Search will be able to interact with these videos, viewing styling suggestions and exploring related products with a click. Below the videos, AI summaries will highlight key product details, aiding informed purchasing decisions.
- Virtual try-on expansion: Building on the success of last year’s Virtual Try-On (VTO) technology, which increased click-through rates and boosted high-quality views by 60%, Google is now launching VTO for apparel ads. Shoppers can see how men’s and women’s tops fit different body types, enhancing buying confidence.
- 3D Shoe Spins: Using advanced 3D technology, Google will now create 360-degree views of shoes from a set of images provided by merchants. This feature, exemplified by a demo with Adidas shoes, promises an immersive exploration experience for shoppers right from the ad.
What Google is saying. According to Google:
- “Generative AI can help businesses better convey offerings and inspire confidence in consumers right from the ad.”
Why we care. Even with strong creative assets, consumers often lack confidence in making big-ticket purchases online without physical interactions. These creative types allow consumers to get a better sense of the product being sold, leading to increased sales.
