Google is rolling out new generative AI tools for creating ads, from writing the headlines and descriptions that appear along with searches to creating and editing the accompanying images. It’s pitching the tool for use by both advertising agencies as well as businesses without in-house creative staff. Using text prompts, advertisers can iterate on the text and images they generate until they find something they like.

Google also promises that it will never generate two of the same images, which can avoid the awkward possibility that two competing businesses end up with the exact same photo elements.

Customers can use the editor to update existing visual ads that can retain a hero asset while making relevant changes. In one Google-provided example, a user reused a model with a skincare product but replaced the background with a Christmas tree so it’s ready for the holidays. Additionally, you can generate ad variations to use in different situations.

Like with any new technology, advertisers have to be careful with how much they trust AI. However, the early results are promising and can make things more efficient moving forward. It will take a while for the AI software to really understand the language of the messaging you might want, but this is a development that is exciting for the future of the industry.

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