Google is undergoing a significant shake-up in its ad sales unit, potentially leading to layoffs affecting around 30,000 employees. The surge in artificial intelligence (AI) advancements is the driving force behind this restructuring.
Google Ai Advancements: 30,000 Employees at Risk
As reported by Mint, citing The Information, Google is planning to reorganize a substantial portion of its ad sales division due to recent strides in AI. Sean Downey, Google's president of the Americas and global partners, disclosed this information in a recent internal meeting.
While the restructuring announcement was made internally, there's no clear indication from executives regarding the extent of potential job cuts. Notably, earlier in the year, Google executed its largest job cut ever, affecting roughly 12,000 employees.
The shift towards AI-driven tools at Google is rendering many roles within the ad sales unit obsolete. New AI tools can now efficiently suggest and generate ads with minimal human intervention, leading to a decreased need for certain specialized roles.
Google introduced its AI-powered campaign planner, Performance Max, in 2021. Since then, the company expanded the tool's capabilities during the 2023 Google I/O event, integrating generative AI. This enhancement streamlines the creation of tailored assets and enables effortless scalability with just a few clicks.
The increased adoption of Performance Max by advertisers has reduced the necessity for specialized employees focused on selling ads for specific Google services like YouTube, Search, Display, Discover, Gmail, and Maps.
Sundar Pichai, Google's CEO, described the decision as "difficult but necessary" in the face of these advancements. He emphasized its importance in enabling the company to invest in crucial areas during a transformative period.