Demand Gen campaigns were introduced to help advertisers create and convert new demand through visual storytelling. They cover Google's immersive and entertainment-focused platforms, which include YouTube, YouTube Shorts, Discover, and Gmail.

To use generative image tools in Demand Gen campaigns, advertisers can provide text prompts to generate high-quality image assets. For instance, if you have an outdoor lifestyle brand, you could use prompts like 'vibrantly colored tents illuminated under the Aurora Borealis' to create appealing images for those shopping for camping trips to Iceland. Additionally, there's a 'Generate more like this' feature to create similar images to ones that have performed well.

Using both video and image ads in Demand Gen campaigns has shown to be more effective, as advertisers who utilized multi-format ads saw a 6% increase in conversions per dollar compared to those running image-only ads. This suggests a diversified creative strategy can lead to better engagement and results.

Google is committed to developing generative AI technology responsibly, adhering to principles that ensure fairness, privacy, and security. This includes making sure advertising content complies with Google Ads policies and employing technical measures to guarantee the uniqueness of generated content, such as the use of an open-standard markup and a digital watermark called SynthID.