Google is reportedly considering a significant restructuring that could impact up to 30,000 employees in its ad sales team. The company aims to automate ad sales operations using AI-powered tools like Performance Max, which has become increasingly sophisticated. While job cuts are not currently planned, employees may be integrated into other teams. The potential layoffs would affect various roles, including account managers and campaign specialists. Google's push for AI is driven by competition in the advertising landscape, but critics raise concerns about impersonalisation and algorithmic bias.
A dark shadow may be looming over Google's ad sales team, according to a report by The Information. The report states that
may be considering a drastic restructuring – one that could potentially lead to impacting up to 30,000 employees. The catalyst? Artificial intelligence.
The report suggests Google is aiming to automate significant portions of its ad sales operations, relying on AI-powered tools to handle tasks currently performed by human teams.
This includes tasks like managing ad campaigns, suggesting placements, and optimising bids.
Google's own AI innovations, particularly its powerful campaign planning tool,
Performance Max
are behind the restructuring. This tool, launched in 2021, has reportedly become increasingly sophisticated, raising questions about the need for dedicated human sales support.
The potential impact of such a shift could have a deep impact on the employees. The report clarifies that at the moment extensive use of AI tools will not lead to job cuts. Even if Google does — and in all likelihood it will — restructure the team, then the employees could be integrated in other teams.
The report says, "Some employees expect the changes to be announced next month."If confirmed, the
layoffs
would likely span across various roles, from account managers to campaign specialists, sending shockwaves through the industry.
The use of AI: A double-edged sword?
Several factors are driving Google's AI push. Firstly, competition in the advertising landscape is fierce.
,
Amazon
, and other tech giants are aggressively vying for ad dollars, putting pressure on Google to innovate and streamline its operations. Secondly, AI has matured significantly in recent years, achieving a level of efficiency and effectiveness that makes it a tempting alternative to human labour.
However, the potential benefits of AI come with weighty concerns. Critics argue that relying heavily on AI for something like ad sales could lead to impersonalisation, algorithmic bias, and a lack of human expertise.
While Google has declined to officially comment on the report, it's clear that a major shift is brewing within its ad sales division. The question remains: will AI empower or displace? Google will sooner o later face the delicate task of balancing technological innovation and the impact it has on its employees.
English (US) ·