Google contemplating to overhaul its expansive ad sales unit

To restructure 30,000 employees following notable strides in AI

Earlier in this year Google terminated 12,000 employees

Google is contemplating a significant overhaul of its expansive ad sales unit, comprising 30,000 employees, following notable strides in Artificial Intelligence (AI).

Recent reports suggest that Google’s advancements in AI now enable the automatic suggestion and creation of ads that exhibit high performance, eliminating the need for human intervention and rendering the ad sales unit potentially obsolete.

The restructuring plans were disclosed by Sean Downey, Google’s president of the Americas and Global Partners, in a recent announcement. The driving force behind this transformation is the integration of AI capabilities into Google’s campaign planner, Performance Max. Launched in 2021, Performance Max received a significant update at the recent I/O event, incorporating generative AI-based features. This enhancement facilitates the planner in effortlessly crafting personalized ads and scaling their distribution.

Performance Max has gained traction among advertisers, with a growing number leveraging its capabilities to promote ads across various Google services, including YouTube, Search, Display, Discover, Gmail, and Maps. This strategic shift towards automation and AI-driven ad creation aligns with Google’s ongoing efforts to streamline operations and enhance efficiency.

This restructuring initiative follows a significant downsizing earlier in the year when Google terminated 12,000 employees, marking the most substantial workforce reduction in the company’s history.