Google may be changing what brands tell consumers

Brands invest considerable time creating product names and titles, seeking to convey the desired message to consumers. However, according to the article, this does not guarantee that the message reaching the audience is the one intended. Google is implementing a new feature that allows its artificial intelligence to generate alternative versions of titles used in shopping ads. This tool can replace or modify the original titles chosen by brands. The selection of alternative versions is made by Google's AI based on an assessment of relevance for each specific user search. This means that for different searches, different versions of the same ad may be presented. This change raises questions about the control brands maintain over their advertising communication, since the final message presented to the consumer may diverge significantly from what was originally developed and approved by the company.