A restructuring exercise is on the cards at Google, which may result in about 30,000 jobs in its ad sales division being eliminated. Artificial intelligence is the villain that may end up taking away 30,000 roles.
Performance Max, for instance, is one of the advanced AI-powered tools being embraced by the software major to automate processes. Though no official statement has been made regarding job cuts or downsizing plans, if the layoffs do happen, many roles will become redundant, including that of campaign specialists and account managers in the ad sales wing.
With so many technological advancements, AI has become more capable of bringing about efficiency and making processes efficient. In the process it has made reliance on human abilities and support less necessary. Add to this the increasing competition in the advertising sphere.
Of course the risk of bias by algorithms and impersonalisation does emerge with increasing reliance on AI. After all, human abilities and proficiency cannot be done away with altogether.
Earlier, this year, in January, Google had let go 12,000, followed by hundreds from the recruiting team in September. At the time media reports indicated a likelihood of more cuts over time.
In October, 40 to 50 jobs were reportedly axed at Google News, which offers links to popular and quality news articles on the basis of the interests of the readers and the region they belong to.
