
Google, the search giant, is gearing up for a substantial reorganization within its 30,000-strong ad sales unit, fueled by recent strides in artificial intelligence (AI), as revealed in a report by The Information. This move comes on the heels of a significant workforce reduction earlier this year, marking the largest job cut in the company’s history, affecting approximately 12,000 employees.
AI Integration Reducing Workforce Needs:
The restructuring is primarily driven by the integration of new AI-based tools by Google, rendering a considerable number of roles in the ad sales unit redundant. The introduction of these AI tools allows for automatic suggestion and creation of high-performing ads with minimal intervention from employees.
Performance Max and Generative AI Capabilities:
Google’s AI-powered campaign planner, Performance Max, initially launched in 2021, underwent further enhancement at the Google I/O event this year. The addition of generative AI capabilities simplifies the creation and scaling of custom assets, requiring only a few clicks for execution.
Impact on Job Roles:
The adoption of Performance Max by a growing number of advertisers has led to a decrease in the need for specialized employees selling ads for specific Google services. This includes services such as YouTube, Search, Display, Discover, Gmail, and Maps.
Internal Announcement and Job Cut Uncertainty:
Internally, Sean Downey, Google’s president of the Americas and Global Partners, made the restructuring announcement in a meeting last week. However, there is no confirmation regarding whether this reorganization will lead to another round of job cuts, according to The Information’s report. The situation remains uncertain as Google adapts to the changing landscape driven by AI advancements.
Rahul