Google’s multimodal Gemini large language model will offer chat capabilities that help advertisers build and scale Search campaigns within the Google Ads platform using natural language prompts. “We’ve been actively testing Gemini to further enhance our ads solutions, and, we’re pleased to share that Gemini is now powering the conversational experience,” Google said, explaining the functionality is now available in beta to English language advertisers in the U.S., UK and will be rolling out globally to all English language advertisers over the next few weeks, with additional languages offered in the months ahead.

The chat-based tool “uses your website URL to create Search campaigns by generating relevant ad content, including assets and keywords,” writes TechCrunch, explaining that “it suggests images tailored to your campaign using generative AI and images from your website,” with all images generated by AI being identified as such using Google Deepmind’s SynthID, which invisibly watermarks images.

“The conversational experience workflow is designed to help you build better Search campaigns through a chat-based experience. It combines your expertise with Google AI,” Google Ads VP & GM Shashi Thakur writes in a blog post. “As Search becomes more visual, we’ve heard advertisers tell us that it can be challenging to create compelling images that drive performance. ”

Advertisers get to approve assets — both words and images — before a campaign goes live, Thakur notes.

The announcement “comes as Google has been pushing to integrate AI across its products,” TechCrunch points out, citing three new generative AI features coming to the Chrome browser. The new Chrome AI features will help organize tabs, create custom themes and get help with writing on the web, according to a blog post by Chrome VP Parisa Tabriz.

The writing assistance will help with things like “forum posts, online reviews, and more,” says TechCrunch, pointing out similarity to Google’s SGE (Search Generative Experience), “which allows users to get help drafting things like emails in different tones, like more formal or more casual, or in different lengths.”

The built-in Chrome writing helper “could write business reviews, ‘craft a friendly RSVP to a party,’ or make a more formal inquiry about a vacation rental, among other things, including writing posts in public spaces, like online forum sites,” TechCrunch writes.