Google has announced several ad tools built on Artificial Intelligence, aimed at helping marketers automate and develop effective advertising campaigns. The idea is to let AI finetune advertisements. The Google Ads tools unveiled at a Google Marketing Live event range from responsive search ads that use machine learning to mix, match and optimise content, to optimising ad performance on YouTube for what it terms'brand lift'. The automation will be integrated into every form of campaign management, from bidding to dynamic headlines, as well as creative and targeting. Explaining how the growing complexity of platforms surpasses the ability of marketers to design effective advertising campaigns, Google Vice-President of Product Management Jerry Dischler wrote in a blog post that marketers will have the ability to choose from up to 15 headlines and four description lines, and Google will do the rest by choosing the best combination.