Google plans to use artificial intelligence to help companies create ads, according to a report from CNBC. Internal documents viewed by the outlet suggest that Google wants to use its new PaLM 2 AI language model to help advertisers generate assets to use in their ads.

This follows with a report of the Financial times in April, which also stated that Google could soon create ads by compiling images, video, and text provided by the advertiser. However, that’s not the only way Google could use its AI language model. CNBC reports that Google is also exploring ways to use its AI model to deliver video ideas to YouTubers. It could also integrate an AI chatbot into the Play Store, Gmail and Maps to provide customer support.

Other tech giants, such as Facebook owner Meta, are also looking to make AI toolsets available to advertisers. Last week meta launched the AI ​​Sandbox, which acts as the company’s “test playground” for the early versions of AI-powered advertising tools. The company is currently working on tools for background generation, image cropping, and text generation that will allow advertisers to create “different messages for particular audiences.”

In the meantime, a report of The information indicates that Amazon is working on a way to generate photos and videos for companies that want to create ad campaigns on the platform. The company is also rumored to be building a conversational AI search tool that aims to answer customer questions, help them compare products, and more.

Google held its annual I/O event last week, where it took the wraps off of PaLM 2 and a deluge of other AI features powered by the model. In addition to rolling out AI-generated summaries in Search, Google is also working on an AI notebook trained on your documents, as well as a way for Play Store to build out their listings with generative AI.