Google plans workforce reduction amid AI innovation

Search giant Google is planning to reorganise a large part of its 30,000-strong ad sales unit as a result of the company's recent advances in artificial intelligence, according to a report by The Information. Notably, Google laid off around 12,000 employees earlier this year, making it the biggest job cut in the company's history.

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According to the report, many of the jobs in the ad sales unit are being made redundant because Google has introduced new AIbased tools that can automatically suggest and create new ads that perform well for customers and require little attention from employees.

Notably, Google had launched its AI-powered campaign planner, Performance Max, in 2021, but the company decided to add generative AI-based capabilities to the ad tool at the Google I/O event earlier this year, making it easier to "create custom assets and scale them in a few clicks".