INTRODUCTION
According to Fortune Business Insights, the global market size for artificial intelligence (AI) in retail is currently $9.36 billion and is expected to increase by more than $75 billion by 2032.
Today’s retailers are leveraging AI more than ever to help optimize productivity and efficiency in all aspects of their business, including marketing. Google’s AI tools can help retail businesses promote themselves and their product(s) effectively while saving time and resources.
Following are some ways you can use Google’s AI tools to promote your retail business.
CREATE AI-POWERED IMAGES WITH PRODUCT STUDIO
Product Studio is a suite of free AI-powered tools that retail businesses can use to enhance their visual content. It is available to Merchant Center Next users (you can create a free account) or through the Google & YouTube app on Shopify.
You can use it for various visual enhancements, including scene generation, background editing and resolution improvements. Each of these features can help you create professional-quality images that can help you attract new customers to your digital storefront.
For example, the edit background feature lets you remove the existing background in one click, which will leave you with a white background that can make your product stand out. Select a product photo from your Merchant account or upload a new one and click “Remove background.”
Meanwhile, the scene generation function allows you to give some life to your product photos by displaying them in natural settings. To do this, select or upload a product image, enter the description of your product and then describe the scene you’d like to use. Click “Generate scene” to view the result. You can opt to regenerate the scene until you get the result you’re looking for.
As in most AI tools, the language you use is important, particularly when creating a scene. Make sure to specify the style of the image (e.g., studio photography) and describe the desired placement (e.g., on a white marble counter). You also need to describe the scene immediately around your product (e.g., surrounded by flowers) and what you would like in the background.
Of note, there are some limitations with Product Studio. For instance, it currently works best for images that show a single product with a white or uncluttered background. It does not work well with human models, hands or products that display light, such as light fixtures.
ADD GOOGLE’S AI CHATBOT TO YOUR WEBSITE OR MOBILE APP
Google’s “conversational commerce” solution is another tool retailers can use to promote their products. You can integrate AI-powered chatbots, or “virtual agents,” on your website or app to carry out conversations with shoppers and recommend product options based on their preferences.
For instance, the chatbots can suggest products based on the shopper’s budget or color preference, or make a recommendation to match the type of occasion for which the individual is shopping. They are designed to use natural language, so the chatbots can mimic the types of interactions a real customer service representative may have with a customer.
USE GENERATIVE AI IN YOUR GOOGLE AD CAMPAIGNS
Google also has AI features for ads, including automatically created assets (ACA) for Search ads. This campaign-level feature uses content from your store’s website and existing ads to automatically generate headlines and descriptions for your campaign. It also takes your keywords into consideration.
Use the automatically created assets in conjunction with assets you create to give Google AI a large pool of assets it can use to improve the relevance of your responsive search ads. For instance, Google AI could create the headline “Soothe Your Sensitive Skin” to match a search that uses the phrase “skin care for sensitive skin.”
To opt-in to this feature, navigate to your campaign settings and make sure ACA is on.
Performance Max campaigns also use Google’s generative AI to help optimize your campaign. These ads appear across the Google Network, including the Search and Display networks, Gmail, Google Maps and more. Simply enter the URL to your website and enable the “asset generation” tab to allow Google to create custom text and image assets.
Google’s generative AI will then add its recommended headlines, descriptions and images to your campaign. You will also see prompts to generate additional text or image assets you can add. If you don’t provide a video, it may also create one for you after you publish your campaign, using the other assets from the group.
While Google AI can do most of the creative work for your campaigns, you are still able to override the recommendations if you find certain assets do not align with your brand or product offerings.