Google is in the process of contracting with Smartly to test the ad tech company’s creative automation platform, according to people familiar with the matter, with the initiative expected to include a series of proof-of-concept pilots beginning in the fourth quarter.
Digiday understands the tests will explore how Smartly’s tools can help Google scale creative asset generation using AI, an increasingly common request from marketers, particularly around campaigns for its hardware, such as the Pixel and Chromebook ranges.
Separate sources, all of whom requested anonymity due to the nascent nature of the operations, said Google views the collaboration as a way to bring more “intelligent creative” into its marketing mix, with the potential to expand further if the trials prove successful.
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