Google Launches AI Tools to Enhance Business Branding

Google unveils new AI tools to help retailers in product branding. The new functionalities in these AI tools include visual brand profiles on Google Search and AI updates in the Product Studio tool.

According to Google data, over 40% of shopping queries on Google Search refer to a particular page of a brand or retailer. This signifies the importance of business branding for customers in today’s market.

"At a time when shoppers are flooded with options, we're introducing new ways to deepen the connections between shoppers and merchants through rich and compelling content," said Matt Madrigal, Google's Vice President and GM of Merchant Shopping.

In the latest update, as Google launches AI tools, advertisers will be able to add immersive experiences to their shopping ads, such as virtual try-ons and AI-powered 3D rotating ads. The company plans to roll out a feature later this year that allows shoppers to view product videos and summaries and similar products related to it that the brand provides.

The company will also let advertisers create new variants of assets and provide them with guidelines on font and color. The company can also provide input to advertisers regarding image references.

In the United States, Google plans to evaluate search and shopping ads within AI overviews as Google launches AI tools, “Advertisers will have the opportunity to appear within the AI overview in a section clearly labeled as ‘sponsored’ when they’re relevant to both the query and the information in the AI overview,” said by Google. 

As Google launches AI tools, it is also introducing new visual “brand profiles” on Search. These profiles will highlight important merchant information in a single, easy-to-use location. The profiles exhibit immersive brand visuals, intriguing videos, current offers, promotions, and shipping policies, all pulled directly from the merchant’s Google Merchant Center information and Google’s Shopping Graph. By posting reference images that reflect their style, merchants can make sure that AI-generated images align with their brand’s style. This will enable retailers to create new, ready-to-sell content in a fraction of the time.

“Businesses need to be on every surface with creative assets that capture people's attention. Until now, it has felt impossible to do this at scale, but that’s changing with generative AI. This technology is helping us better meet advertisers’ needs and unlock new possibilities across the marketing process, from new immersive ads experiences to high-performing creative assets,” stated Vidhya Srinivasan, Vice President and General Manager of Ads.

The brand profiles feature on Search for business branding will be available to retailers in the upcoming month. Updates in the Product Studio app are available in countries such as the United States, the United Kingdom, Canada, and Australia. 

In addition, Product Studio is getting a new video generation function that will allow merchants to generate short videos or fun product GIFs from a single product image. This feature will help retailers to create more engaging content in social media.