Concerns regarding the future of jobs have been raised by the introduction of artificial intelligence (AI) in the workplace, and new reports indicate that Google is moving significantly in this direction. As part of a larger restructuring of its ad sales operation, the internet giant is purportedly substituting AI for some of its sales employees.
The Information cites sources indicating that Google is depending more and more on machine learning to provide advertising with copy and marketing concepts. Although YouTube and search engine marketers have had access to AI-powered ad technologies for years, Google appears to be making more of an effort to automate. These AI-powered products are expected to generate tens of billions of dollars in revenue yearly, which is a major contribution to the company’s income.
The allure of AI in advertising lies not only in its effectiveness but also in its cost-efficiency. AI-powered ad tools require minimal overhead, leading to larger profit margins compared to other Google units. Despite the lucrative nature of these tools, Google is reportedly aiming for further cost-cutting measures. The company plans to consolidate its staff, potentially through layoffs, by reassigning employees from its large customer sales unit responsible for managing relationships with major advertisers.
Historically, Google has employed around 13,500 human staff to monitor the outputs of AI tools and create ads from scratch when necessary. However, as AI algorithms continue to improve, these human roles are becoming redundant. Google’s move to automate and streamline its ad sales unit highlights the ongoing transformation in the job market brought about by AI.
The impact of this decision on the 13,500 ad sales employees remains uncertain. Google’s cost-cutting measures could lead to layoffs or job reassignments. The company’s reorganization is set to begin next month, shedding light on the fate of its employees.
Although implementing AI in the workplace is thought to be a financially sensible move, worries about possible negative effects persist. Misinformation and misguided user behavior have been brought to light by generative AI technologies like ChatGPT. Companies negotiating the junction of technology and human employment face a delicate balancing act as the rush to replace human workers with AI could have unexpected repercussions. It’s unclear if Google’s actions will have a long-term positive impact or provide unanticipated difficulties given how AI and jobs are developing.
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