- CMO tests Google’s AI tools.
- Results disappoint.
- Human touch still crucial in marketing.
Smart bidding? more like meh bidding
A prominent chief marketing officer, who wishes to remain anonymous, recently shared their company’s experiences with Google’s AI-powered advertising tools.
Despite high expectations, the results were less than stellar. Performance Max, touted as an AI-driven ad placement solution, disrupted their existing strategy so severely that they discontinued its use.
The company’s foray into Google’s Smart Bidding tool yielded equally disappointing results.
The AI-powered system failed to outperform human employees in managing ad auctions, leading the CMO to revert to traditional methods. “You can’t outperform a human,” the executive remarked, summarizing their experience.
Gemini’s email misfire
Attempts to automate marketing emails using Google’s Gemini AI service proved equally frustrating.
While 60% of the generated emails were satisfactory, the remaining 40% were deemed “unusable” and potentially damaging to customer relationships.
The need for human oversight negated any time-saving benefits, prompting the company to abandon this approach as well.
