Nigeria Google's Massive Shake-Up: 30K Jobs on the Line as AI Takes Center Stage in Ad Sales Overhaul

In a strategic response to its recent leaps in artificial intelligence, Google is poised to undergo a substantial restructuring of its extensive ad sales unit, consisting of a massive 30,000 employees. This move follows the company's noteworthy job cut earlier this year, impacting around 12,000 employees.

According to a recent report by The Information, positions in the ad sales team are becoming redundant due to Google's introduction of new AI-based tools. These tools autonomously suggest and create effective ads for customers, minimizing the need for extensive employee involvement.

The report highlights that Google introduced its AI-driven campaign planner, Performance Max, in 2021. However, the tool underwent enhancements during this year's Google I/O event, now incorporating generative AI capabilities. This addition streamlines the creation of custom assets, allowing scalability with just a few clicks.

The increased adoption of Performance Max by advertisers has led to a reduced necessity for specialized employees focusing on selling ads for specific Google services like YouTube, Search, Display, Discover, Gmail, and Maps.

Sean Downey, Google's president of the Americas and Global Partners, announced the internal restructuring of the ad sales unit during a recent meeting. However, it remains unclear whether this reorganization will result in additional job cuts, leaving employees uncertain about their future within the tech giant.