December 25, 2023: Google is reportedly considering a major reshuffle in its ad sales department, affecting around 30,000 employees. This change is driven by the increasing use of artificial intelligence (AI) in the company’s operations.
Recently, Google announced layoffs impacting over 12,000 workers in 2023. Now, it’s focusing on AI to automate ad purchases, which has been a significant revenue source for the company. With AI tools like Performance Max (PMax), Google can create ads more efficiently, reducing the need for human involvement.
The Information reported that this shift towards AI might lead to job displacements. Google might have to consolidate its staff and potentially lay off employees in the customer sales unit, which handles major advertisers.
This unit was discussed in a recent Google Ads meeting, where the automation of certain roles was mentioned.
In May, Google introduced a new AI-powered ad system to simplify campaign creation.
This system uses AI to scan websites and generate keywords, headlines, and other ad components automatically. PMax, an enhanced AI tool, helps advertisers find the best places for ads across Google’s channels and can generate ad content from website scans.
This tool adjusts ads in real-time based on performance metrics like click-through rates.
As these AI tools become more popular and efficient, the need for human involvement in ad design and sales is decreasing. This could lead to significant changes in the ad division’s workforce, which had about 13,500 sales staff a year ago.
The restructuring details are still unclear, and an official announcement is expected next month. As Google transitions into this new AI-driven approach, employees are preparing for possible changes in their roles and responsibilities.
