Within the framework of Advertising Week LatAm 2024, Google brought one of the most anticipated interventions with Aprajita Jain, Chief Brand Marketing Evangelist of the company, who presented in the session: Driving innovation: the role of AI in creativity and beyond where he addressed the responsibility and potential of artificial intelligence to improve critical aspects of life, from saving lives in natural disasters to transform the way companies use technology to optimize their marketing.
During his speech, Jain shared alarming data that drives the need for innovation: according to the UN, half of the world’s population lacks reliable early warning systems, something especially critical in times of increasing incidence of natural disasters. For this, Google has implemented an AI-based alert system which not only shows warnings through its search engine and maps, but even sends text messages to people in risk areas, allowing them to evacuate and take shelter in time.
Jain expressed his vision of expanding the system to more than 80 countries, highlighting the importance of the technology not only focusing on first-world solutions, but on global challenges.
AI APPLIED IN THE MARKETING
In the business field, the executive highlighted the power of AI to optimize the marketing and business growth. “AI is not necessarily something new in marketing. Optimization tools have allowed companies to capture insights valuable CRM data and deliver targeted ads, multiplying ROI. A successful case where, through predictive audiences and AI-powered ad creation, a company achieved a 560% increase in revenue and reduced the cost per conversion by 63%.”
He added that: “AI not only generates growth; It also increases efficiency and reduces costs. Working with UPS, Google developed a routing system that saves $400 million a year in costs and reduces fuel consumption by millions of gallons. With this type of tools, businesses can make more accurate and faster decisions, based on real-time data.”
The impact of AI extends to the creative fieldfrom ideation to content production, optimizing resources and reducing waste. Jain also illustrated the potential of AI in everyday activities, such as simply making household shopping more efficient.
Closing her speech, the Google representative left a reflection for the attendees: “What is the biggest opportunity in which AI could help you?”
