Ad sales from technology giants including Meta and Alphabet may not reflect their investments in generative AI.

According to Reuters, advancements in technology will most likely be muted when companies report fourth-quarter results later this week.

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The move follows Google’s parent company rolling out AI tools that help advertisers target audiences and help decide marketers’ budget.

Recently, the search engine integrated its AI model, Gemini, into its Google Ads platform in a bid to enhance advertising performance. The tech giant announced its generative AI tools are now available for beta access to advertisers in the UK and USA.

Meanwhile, the parent company of Facebook has tapped AI to create different variations of ad campaigns.

“As search becomes more visual, we’ve heard advertisers tell us that it can be challenging to create compelling images that drive performance,” Google VP and GM in Google Ads Shashi Thakur said in a recent blog post.

“That’s why we’ve designed the conversational experience to suggest images tailored to your campaign using generative AI and images from your landing page. This capability will increase over the coming months.”