Google has confirmed its decision to eliminate several hundred jobs from its global advertising team, a move aligned with its strategy to incorporate artificial intelligence for enhanced efficiency and creativity. This restructuring primarily impacts the “large customer” sales team and aims to provide improved support for small and medium-sized businesses (SMBs) using Google’s advertising services.
The internet giant has not specified the exact number of roles affected but indicated that these changes are part of a broader push towards using AI technology in various operations. Despite the job cuts, Google expects an expansion in its small business ad teams, which could lead to increased hiring throughout the year.
Google’s focus on AI integration is not limited to its advertising sector. Last week, the company’s cloud computing division announced the introduction of new AI tools designed to assist retailers. These tools are intended to personalize online shopping experiences, modernize operational processes, and innovate in-store technology deployments.
The company highlighted the growing urgency among U.S. retailers to adopt generative AI in their operations. According to Google’s research, approximately 80% of retailers in the U.S. consider the implementation of generative AI vital to their business strategies.
Carrie Tharp, Vice President of Strategic Industries at Google Cloud, emphasized the rapid evolution of generative AI. Over the past year, it has transformed from a nascent concept into a key technology driving significant changes across various sectors, especially in retail.
Newly introduced AI tools by Google are set to enhance the retail experience. These include virtual agents on websites and mobile apps that offer personalized assistance and recommendations to shoppers. Additionally, Google AI is being leveraged to analyze product images and generate optimized product descriptions for better online search visibility.
This restructuring follows Google’s significant layoffs from last year, where approximately 12,000 employees, about 6% of its workforce, were let go amid economic challenges like inflation and rising interest rates. Since then, Google has been channeling resources into developing generative AI technologies.
