The AI Era: Expanding marketing and creative potential

Jun 19, 2024

[[read-time]] min read

Vidhya Srinivasan

Vice President / General Manager, Ads

Editor’s note: Today, Vidhya Srinivasan said astatine nan Cannes Lions Festival astir AI and creativity. You tin publication edited excerpts from her remarks below.

When we use AI for our billions of users, creators and businesses, nan effect is exponential. AI successful Search is helping group find answers to much circumstantial and analyzable questions. It's besides powering caller ways to research and create connected YouTube wherever group are looking for possibilities, find and inspiration.

As we spot AI germinate integer experiences, nan domiciled of advertizing to link group and businesses is arsenic captious arsenic ever. We thief group find what they want successful this immense world of information. And, arsenic they explore, applicable and resonant imaginative is still what makes nan quality for advertisers.

We judge generative AI will unlock tremendous imaginable here. Scale, speed, and customization will scope caller levels. Faster imaginative production, tailored media activation and real-time measurement will each activity together to thrust performance. That’s our multiyear imagination but there’s truthful overmuch this exertion is doing for advertisers already.

First, you tin usage AI to make insights astir your audiences, truthful you tin amended understand their behaviors and travel up pinch caller strategies to prosecute them.

Then you tin shorten and standard imaginative accumulation to bring ideas to life faster. Take Veo, our latest and astir precocious video procreation model, which creates precocious meaning contented from nuanced imaginative prompts — you tin moreover inquire for circumstantial cinematic techniques and ocular effects. It created this lion conscionable for Cannes.

And, pinch a caller beingness of assets, you tin standard your campaigns to link pinch much consumers overmuch faster than ever before. In a caller Pixel 8 run Google Marketing utilized Demand Gen to make 4,500 different advertisement variations that ran crossed YouTube, Discover and Gmail.

I deliberation astir AI for illustration cameras connected our phones. While immoderate of america still play pinch film, today, nan mean image aliases video is overmuch amended because of technology. But, that doesn’t mean we tin each sprout mag covers. No matter really overmuch AI improves, it doesn’t person sensation aliases ingenuity. But AI tin unfastened up caller ways to grow your potential.

If past twelvemonth was astir "what is AI," this twelvemonth is each astir "how tin I usage AI?" In nan past 12 months, hunt liking successful "how to usage AI" has accrued 450% successful nan U.S. and 350% successful nan EU.1That’s a smart mobility to ask: As AI technologies amended and travel into wider use, your creativity, your strategical reasoning and your expertise to usage these devices will beryllium nan quality maker.

It's an breathtaking clip to beryllium a imaginative experimenting pinch AI. New models for illustration Gemini are multimodal, which intends they tin logic crossed text, code, images, audio and video.

On shape today, Creative Lab Director Alex Chen showed really simply playing pinch AI tin make an infinite beingness of ideas.

He showed immoderate examples of really Google creatives are starring nan measurement specified as:

• Our latest Best Phones Forever campaign launched astatine Cannes this week wherever our writers augment their storytelling process pinch AI, which provides drafts and options to respond to personification comments successful existent time, arsenic they propose wherever our telephone friends should spell adjacent connected their “AI Roadtrip.”

• Working pinch illustrators to reimagine what they tin do pinch AI done our Infinite Wonderland project. They turned nan classical "Alice’s Adventures successful Wonderland" book into an endless beingness of illustrations. Try it retired for yourself astatine infinitewonderland.withgoogle.com

• Generating caller alphabets made retired of layered jello, ramen noodles aliases excavation floaties pinch GenType.

As Alex said, you don't request immoderate typical expertise to commencement playing pinch AI. Right now is simply a cleanable clip for anyone to dive successful and commencement exploring their ain ideas. Human curiosity is only constricted by nan devices we person to explore. And pinch AI arsenic a tool, nan imaginable for creatives and productivity is limitless.

As pinch immoderate caller tech, it’ll return clip to fig retired really to make AI adjuvant for everyone. In galore cases, we will request to research and study to get to nan correct answers together and location are devices fresh for you to play pinch now.

When we build AI responsibly by design, it is simply a powerful enabler that expands your potential. AI will thief you research ideas accelerated and thief you standard them, enhancing productivity and capacity together. For marketing, this intends moving from 1 cardinal ocular to a beingness of marque and imaginative assets — each created by you, pinch thief from AI.