Personalizing Google Shopping For Every City Block in NYC

Can AI Make Advertising More Relevant?

Frontier AI models like Google’s Gemini series have the ability to adapt and respond to people’s needs. So how might this transform advertising campaigns to make them more relevant? Google tapped Addition to pilot a new approach to AI-powered creative advertising as part of their holiday shopping campaign.
Addition crafted a solution that adapts to the location it’s served in, taking into account neighborhood insights and search trends, and generating creative that’s personalized to the city block that it runs on. The result is advertising that’s more timely and locally relevant, and a new approach to content creation that refines what’s possible at scale.

A New Approach to Localized Creative

To bring the campaign to life we embedded human creativity into an AI System that generates outputs infused with data, insights and storytelling.

• Data from Media Placements, Google Maps and Search Trends helps AI identify insights about the precise location where each ad will run.
• Hand-crafted creative examples to align AI for ideation and copy-writing.
• Synthetic images are generated to represent trending products and reviewed by AI and for quality creative relevance.
• A motion design framework enables AI to render video files for each ad, while adjusting for copy length and color selection.
• Brand guidelines help the review thousands of variations and identify the best ones for human approval.

An AI-Powered Design Framework for Production Ready Outputs

This approach combines frontier AI models with a content design system that enables the AI to go through each creative step with the instructions, examples, and tools to ensure each output meets our creative standards. To do this we use creative examples to train each AI function, and give the system access to a motion design system and cloud rendering pipeline that enables the system to production-ready video outputs for review and approval.

Humans In The Loop

This approach enables thousands of options for final review in a matter of minutes. AI does the initial round of quality reviews, and a bespoke UI enables the team at Google and Link NYC to review the best ads for accuracy, brand standards, and creative relevance. The winning creatives are displayed on billboards across New York City with the click of a button.

Relevance at Scale

Beyond efficiencies this new approach to content creation enables moments of serendipity where passers by have an opportunity to connect with the brand on a more personal level. While AI is far from human, when infused with human creativity it enables us to create scaled content that’s is more relatable to the people it’s designed for.

Realtime Capabilities

By creating a system that streamlines the process of deploying localized creative we also unlocked real-time capabilities that enable Google to react and respond to cultural events at a localized level.