According to an internal presentation to advertisers seen by the Financial Times, the Alphabet-owned company intends to begin using the AI to create novel advertisements based on materials produced by human marketers.

"Generative AI is unlocking a world of creativity," the company said in the presentation, titled "AI-powered ads 2023."

Google already uses AI in its advertising business to create simple prompts that encourage users to buy products. However, the integration of its latest generative AI, which powers its Bard chatbot, means it will be able to produce far more sophisticated campaigns resembling those created by marketing agencies.

According to the presentation, advertisers can supply "creative" content such as imagery, video, and text relating to a particular campaign. The AI will then "remix" this material to generate ads based on the audience it aims to reach, as well as other goals such as sales targets.

One person familiar with Google's presentation said they were worried the tool could spread misinformation because text produced by AI chatbots can confidently state falsehoods.

"It is optimised to convert new customers and has no idea what the truth is," the person said. Google told the FT it planned to put firm guardrails in place to prevent such errors, known as "hallucinations," when it rolls out its new generative AI features in the coming months.