What have you personally used AI for recently?
AI helps me to work more efficiently and achieve better results. For example, I am currently experimenting with NotebookLM to carry out research and writing tasks more efficiently. I also use the new Gemini app every day: “At the touch of a button” I am more creative and productive – even in my private life. Last year I used generative AI to write and illustrate a children’s book. Inspired by the Google I/O NotebookLM Presentation I am currently developing a German and math agent with my 13-year-old son that helps him understand the topics better and suggests exercises.
How can marketers use Google AI in marketing?
I see particularly great potential in the optimization and measurability of campaigns. The data basis is particularly important here. In order to get the maximum benefit from AI, companies need a measurement strategy based on first-party data. Companies usually have data from various sources such as conversion data, email lists and surveys, and merging the information has so far been complex.
Our smart Google Ads solution, Performance Max, also uses AI to achieve marketing goals in the best possible way. Google AI takes care of bidding, budget allocation, targeting and even the creation of ads. A big advantage: campaigns are automatically played out on all Google channels for the greatest possible impact.
AI tools, such as our Product Studio, enable retailers to create product images for their online stores in no time at all using generative AI. These are just a few examples of the great benefits retailers and marketers receive from using our AI solutions.
Can you give a concrete example of how AI in Google’s marketing solutions makes the work of marketers easier?
AI can make the work of marketing managers easier in various areas: For example, L’Oréal uses AI to take personalized marketing to a new level. L’Oréal’s 37 cosmetics brands appeal to different customer target groups – by using Performance Max campaigns, L’Oréal manages to convey the right message to customers at the right time.
Zooplus, Europe’s leading online retailer for pet supplies, uses Performance Max for AI-powered automation of campaign management. Combined with Smart Bidding for automated bid creation, this maximizes results while reducing acquisition costs.
What legal or ethical questions regarding AI do you think still need to be clarified?
Google is committed to the responsible use of AI that maximizes social benefits while minimizing risks. Our AI principles put social benefits, safety, and risk minimization above economic interests. We are convinced that the responsible development of AI is a joint task of politics, business, and society, and that good regulation of AI is essential.
What tasks in marketing could AI take on in the future and where are the limits, i.e. what will the human brain always be needed for?
People will remain indispensable, it is about supplementing them with technology to increase efficiency and automate tasks. The goal is collaborative intelligence, a clever mix of people and AI that noticeably increases the value added by marketing.
The interview was conducted in writing.
All previously published episodes of the interview series with brand decision-makers on AIread here.
Laura Schenk
Laura Schenk (ls, born in 2002) has been a working student at absatzwirtschaft since August 2023 and is always keen to devote herself to new subject areas. She has a particular fondness for cubist painting and writing in all its forms. In 2023, she even dedicated a volume of short stories to her hometown of Leipzig. She is studying communication and media studies there and is involved in cross-media work for local newspapers and radio.
