Are you putting AI to work?

Some ideas for savvy marketers                                                     ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ [ Image ] AI & MEDIA | SEPTEMBER 2024 Using AI to drive ROI [Brendon Kraham, VP of search and commerce for Global Ads Solutions at Google, speaks from the stage at DMEXCO in Cologne, Germany, in front of a pale blue screen with white lettering that reads, “The Best AI, Your Best ROI.”]() [ Brendon Kraham, VP of search and commerce for Global Ads Solutions at Google, speaks from the stage at DMEXCO in Cologne, Germany, in front of a pale blue screen with white lettering that reads, “The Best AI, Your Best ROI.” ] [[ During his keynote presentation at the 2024 Digital Marketing Expo and Conference (DMEXCO), our VP of search and commerce for Global Ads Solutions at Google, Brendon Kraham, explored how the company applies its innovations in predictive and generative AI to: - Help users discover more brands and products. Many people are talking about the ways in which Google Search is transforming. But what can those changes do for advertisers? Search now understands more complex questions and delivers richer, more helpful answers, Kraham explains. And the most dramatic update Search has seen in 20 years, AI Overviews, is driving higher engagement with users ages 18 to 24. - Deliver competitive return on ad spend. Whether you’re placing a video ad or scaling your Search campaign, AI can help. Beyond Performance Max (PMax), marketers are leveraging AI-powered video campaigns to reach as many potential customers as possible at scale, plus Search and Demand Gen campaigns to capture engagement and action across surfaces. - Grant marketers more control. From more detailed PMax campaign insights to selecting video ad placements, expanded capabilities of AI-powered tools are giving marketers more control than they’ve ever had. Read on to find out how the latest updates are already transforming the way campaigns are run. [See the latest]() The 3 A’s of operationalizing AI Professor and author Jim Lecinski has counseled dozens of marketing leaders on how to harness the power of AI. To prioritize practical applications and avoid being led astray by hype, he recommends focusing on what he calls the “3 A’s.” - Automate: Routine tasks are ripe for automation. When you eliminate the need to spend hours on repetitive, tedious tasks, you have more time for high-impact work. - Augment: Some functions are not meant to be replaced, but augmented. Creativity is a prime example. Think of AI tools as creative partners and personalization engines that help you deliver new customized brand experiences and impact. - Analyze: AI can analyze vast amounts of information to uncover hidden patterns and insights that would take human analysts months — or even years — to find. This simple yet powerful framework can help you effectively implement AI, allowing your organization to lead the way through the noise. [Dive deeper]() Leading through change [A black-and-white headshot of Kipp Bodnar with a full smile against a yellow background. He has short hair and is wearing a collared shirt.](/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) [ A black-and-white headshot of Kipp Bodnar with a full smile against a yellow background. He has short hair and is wearing a collared shirt. ] [[ “Turns out that LLMs are much better at guessing things than marketers, and marketing is essentially strategic guessing,” Hubspot CMO Kipp Bodnar tells host Joshua Spanier, VP of marketing at Google Media Lab, in this episode of Modern Marketers. [Listen now](=/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) [A stylized connection graphic with a person outline in a green circle at the center and eight empty spokes surrounding it.](=/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) [ A stylized connection graphic with a person outline in a green circle at the center and eight empty spokes surrounding it. ] [[ How is AI expanding possibilities for consumers as they search? In the latest episode of our AI Conversation series, Ramiro Sanchez, CMO of Google Latin America, talks to Bruno Possas, Google VP of engineering, about how AI-powered tools are transforming lives and businesses, helping companies of all sizes connect with receptive audiences. [Watch now](=/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) [A headshot of Brigitte King with a full smile against a blue background. She has blonde hair and is wearing a black top.](=/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) [ A headshot of Brigitte King with a full smile against a blue background. She has blonde hair and is wearing a black top. ] [[ A 200-year-old company might envision the future differently in terms of strategy. In this episode of Modern Marketers, Joshua Spanier interviews Colgate-Palmolive Chief Digital Officer Brigitte King about the courage required to move fast and take risks while fostering a test-and-learn culture. [Watch now](=/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) [A stylized graphic of an arrow meandering on a course through various shapes. The tip of the arrow is enclosed in a red circle.](/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) [ A stylized graphic of an arrow meandering on a course through various shapes. The tip of the arrow is enclosed in a red circle. ] [[ You’ve likely heard the term “Agile marketing,” but what does it really mean? For CMOs, it’s about shifting from traditional, rigid team planning cycles to a more flexible, iterative, and responsive approach, writes Professor Jim Lecinski in his second Guest Thinkers column. Agile marketing leads teams to give priority to high-value projects, rapidly iterate, and closely collaborate. [See Lecinski’s five principles](/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) What else is new? Google Ads will use a trusted execution environment by default [Arrow cta link]() [ Arrow cta link ] [[ Google is developing new AI-powered tools to protect creators [Arrow cta link]() [ Arrow cta link ] [[ Google unveils AI-powered tools for retailers ahead of the holiday season [Arrow cta link](=/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) [ Arrow cta link ] [[ Received this email from a friend? [Sign up here]() Discover more content on [ThinkWithGoogle.com](/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=). This email was sent to {EMAIL} because you signed up for the latest from Think with Google U.S. and Canada. If you don’t want to receive this newsletter in the future, please [unsubscribe here](=/MTcyLUdPUC04MTEAAAGVqckAK1bICJODbB5sYeOXAuvGpMvvQkfwwgVq-3jwKN6Iag39HuEVfSf8M1SXRWWM8YG4oS0=) (this is a one-click opt-out). © 2024 Google LLC. All Rights Reserved. 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