Google on Tuesday confirmed layoffs of several hundred employees across its global ad sales team as it automates a growing number of administrative and creative tasks using artificial intelligence (AI).
“Every year we follow a rigorous process to structure our team so that we can provide the best service to our Ads customers (…). “Several hundred jobs will be cut worldwide,” said a spokesman for the internet giant.
“Affected employees can apply for available positions within the team or elsewhere at Google,” he said.
The information was first reported by Business Insider.
The Californian group has assured that the changes in this service will allow it to better support SMEs and support more customers, while the remaining employees will focus on large corporate clients.
Google also plans to create new jobs and increase hiring this year, signaling an even bigger shift than during the pandemic.
The online search giant did not mention generative artificial intelligence (automated production of various content), which is, however, revolutionizing many areas, including advertising.
Last week, Google Cloud announced new AI and generative AI solutions “to help retailers personalize online purchases, modernize operations, and transform the use of new technologies in stores,” according to a remote press release. Computing industry.
New tools are enabling brands to create virtual agents capable of interacting with consumers on websites and mobile apps in a much more fluid and sophisticated way than non-generative AI chatbots.
This technology, which has been shaking up Silicon Valley and beyond for a year, also speeds up and automates creation.
One of Google Cloud's new tools is “generative AI to create and analyze product images and associated descriptive text, and automatically generate content such as compelling product descriptions, product metadata, and search engine optimization (SEO)-adapted language,” the press release highlights.
Google had laid off around 12,000 people (6% of its workforce) in January 2023 in the face of inflation and rising interest rates, which was tantamount to cutting advertising spending. The internet giant has since had to invest heavily in generative AI.