Google plans to implement artificial intelligence to create “innovative” ads, the Financial Times reported on Thursday, citing an internal presentation.

“Genetic AI is opening up a world of creativity,” said company executives in a presentation titled “AI-Driven Advertising 2023.” Google is already using artificial intelligence in its advertising department to create simple messages that encourage users to buy products.

The new technology will be integrated into Performance Max, a program offered by Google starting in 2020 that uses an algorithm to determine where to show ads and how to spend your marketing budget, as well as to create simple ad copy.

According to the presentation, advertisers can provide “creative” content such as images, videos and text related to a specific ad campaign, and then AI will mix this material to create ads based on target audiences as well as sales goals, the report says.

While there have been concerns about the broader impact of AI on issues such as misinformation, phishing attempts and cybercrime, Google plans to implement security measures to address these issues as it develops its new creative AI features, they said.

The advertising industry is facing significant challenges as businesses seek to control costs and increase restrictions on the use of personal data for marketing purposes. Google’s ad revenue fell 4% in the last quarter of last year, leaving parent company Alphabet’s overall revenue growth of just 1%.

According to the Financial Times, Reuters