Google parent Alphabet’s shares nudged higher Tuesday ahead of a fourth-quarter-earnings report, slated for after the close of trading, that’s likely to highlight the tech giant’s ongoing drive to infuse its digital-ad business with AI technologies.
Google, which has held a commanding lead over Microsoft in the global search market over the past decade, lost some of that position when its rival added the AI-powered ChatGPT to its Bing search engine in February of last year.
Google, sensing the change in online search that is soon to come from generative AI tools, is nonetheless preparing a major shakeup of the world’s biggest advertising platform and its 30,000-strong team by increasing its reliance on AI-generated ads.
The sales, which are largely automated, generate tens of billions in sales at a much wider margin than traditional ad-related revenue overseen by human employees.
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