Google recently announced one of the most exciting experiments: they are going to apply Generative AI in search engines. It is now in the extra spotlight because they also intend to integrate Generative AI into Google Ads campaigns. This may be one of the biggest moves Google has ever made and it's going to have a big impact on the way we search for information.
WHAT IS GENERATIVE AI?
What does this mean for (crossborder) E-commerce?
If this is going to cause a fundamental change in how people will search, so will how we advertise online. Data-driven and personalized ads will soon take less time, manpower and resources to create. We previously wrote about how AI could change the role of copywriters; the same is likely to be true for SEA & SEO marketers.
When the integration of Generative AI comes to Europe, it's probably not going to happen in all countries at once. It may be then that some of the countries where you sell will already have Generative AI. That will require a different strategy than the countries that use Google as we know it now.
How will search behavior change?
To properly answer this question, let's shift the perspective to the online visitor. Imagine, your nephew reaches the respectable age of ten this weekend and you have yet to rush to arrange a gift. You know that if you give him some drawing supplies, his inner Picasso will surface, and it would be nice if he could take that hobby with him wherever he goes.
The integration of Generative AI enables complex search queries in which you combine all of the above information: 'drawing tablet travel size green for kids ten years old delivered tomorrow'. Instead of the familiar list of ten results, you first get an ad developed specifically for that search.
How will these ads change?
The promise is that this change will give advertisers more effective campaigns that are also more efficient. By using AI, Google allows you to create unique ads that match the visitor's search query. Not only will you be shown the drawing tablet that most meets your requirements, but Google will also tell you what to look for when buying one, such as usability and sturdiness. Prices and reviews are also included in this information. In addition, you can also immediately ask follow-up questions, for example, think of a colorful birthday card to go with it.
What is the current status of this development?
The AI race is moving at lightning speed. Since Bing has now launched an improved version of ChatGPT, Google is now taking this step to face competition from Microsoft and OpenAI. Currently, Google is running a beta in SearchLabs, where people are testing it and providing feedback. When it will come to Europe is still unclear.
In short: Generative AI is going to change how we search ánd advertise. What will the job of SEO & SEA marketers look like? We'll tell you more about that soon, so stay tuned!
