WEBVTT 00:00:00.083 --> 00:00:01.835 Well, thanks for having me here today, Mark. 00:00:01.835 --> 00:00:03.545 Yes, it's so great to be here. 00:00:04.087 --> 00:00:07.799 So, we're about two years into the AI renaissance of marketing, 00:00:07.799 --> 00:00:11.553 and I think we'd all agree that things are happening at warp speed. 00:00:12.929 --> 00:00:15.640 We at Google are trying to balance an approach of being 00:00:15.640 --> 00:00:18.727 both bold and responsible. And you're spending a lot of time 00:00:18.727 --> 00:00:21.062 with marketers trying to navigate this shift. 00:00:21.062 --> 00:00:24.190 So can you tell us a little bit about what's in the most recent 00:00:24.190 --> 00:00:27.152 study findings that might be helpful for marketers to know? 00:00:27.819 --> 00:00:31.656 So I love that our teams got to partner on this blueprint for 00:00:31.656 --> 00:00:34.117 AI-driven marketing together this year. 00:00:34.576 --> 00:00:36.536 It's the largest study of its kind. 00:00:36.536 --> 00:00:40.749 We've surveyed 2,000 marketers around the world, and the 00:00:40.749 --> 00:00:43.626 findings are pretty shocking actually. 00:00:44.294 --> 00:00:48.590 Only 20% of companies, even after all this discussion about 00:00:48.590 --> 00:00:52.844 AI and all the work we've done, only 20% of companies have 00:00:52.844 --> 00:00:56.097 really embedded AI into marketing workflows. 00:00:56.598 --> 00:01:01.478 But the good news is, those that have are growing 60% faster than 00:01:01.478 --> 00:01:02.353 their peers. 00:01:02.729 --> 00:01:05.482 So there's a lot of upside if we can just figure this out. 00:01:05.774 --> 00:01:08.401 Yeah, you know, we often talk—and it's interesting to 00:01:08.401 --> 00:01:08.818 hear—and 00:01:08.818 --> 00:01:12.363 the 20% number is, is somewhat staggering just because it's the 00:01:12.363 --> 00:01:13.531 topic du jour, right? 00:01:15.075 --> 00:01:18.661 We talk about strategic distance in the future—right?—is going to 00:01:18.661 --> 00:01:22.123 come to those who can collapse the timeline between information 00:01:22.123 --> 00:01:23.708 and action for their business. 00:01:24.000 --> 00:01:28.088 So in the study you released that something to the tune of, 00:01:28.088 --> 00:01:32.217 you know, those who lean in heavily to AI-powered marketing 00:01:32.217 --> 00:01:36.387 are seeing 60% increases in effectiveness and efficiency for 00:01:36.387 --> 00:01:37.388 their business. 00:01:37.639 --> 00:01:39.474 Can you tell us what's driving those shifts? 00:01:39.474 --> 00:01:41.643 What are the actions that those marketers are taking? 00:01:42.060 --> 00:01:43.269 You hit the nail on the head. 00:01:43.269 --> 00:01:45.188 It is—comes down to speed. 00:01:45.688 --> 00:01:50.443 But we uncovered six actual actions that these leaders are taking. 00:01:50.443 --> 00:01:54.197 So it's a lot of complicatedness underneath—complexity—that these 00:01:54.197 --> 00:01:55.657 leaders are figuring out. 00:01:55.990 --> 00:01:58.785 It comes down to an integrated view of the customer. 00:01:59.369 --> 00:02:01.371 You've got to rapidly test and learn. 00:02:01.913 --> 00:02:05.583 You've got to dynamically optimize your media budgets. 00:02:06.292 --> 00:02:08.086 You're having to apply GenAI 00:02:08.086 --> 00:02:09.838 to content creation. 00:02:10.588 --> 00:02:14.467 They're creating audiences on the fly for personalization. 00:02:14.884 --> 00:02:18.138 And lastly, and most importantly, they're actually 00:02:18.138 --> 00:02:22.142 infusing an AI culture into all functions, not just marketing. 00:02:22.517 --> 00:02:26.521 So all these things boil down to speed because when you bring 00:02:26.521 --> 00:02:30.650 together automation and some of the processes I described, plus 00:02:30.650 --> 00:02:34.696 this AI culture of how people work together to get stuff done 00:02:34.696 --> 00:02:38.741 faster, that's what these AI leaders are really getting right. 00:02:38.992 --> 00:02:39.909 Interesting. 00:02:40.618 --> 00:02:41.411 I love that. 00:02:41.411 --> 00:02:44.330 And I think it is about like how we can show up differently 00:02:44.330 --> 00:02:45.540 within our organizations. 00:02:45.748 --> 00:02:48.001 And one of the things we've been talking a lot with our own 00:02:48.001 --> 00:02:52.422 customers about is how Google AI can help our customers stay in 00:02:52.422 --> 00:02:55.717 front of their consumer who's moving really quickly, as well 00:02:55.717 --> 00:02:57.760 as ahead of their competition, right? 00:02:57.760 --> 00:03:01.598 And so as you think about that, you have worked on an AI 00:03:01.598 --> 00:03:05.268 flywheel to help marketers and companies really build 00:03:05.268 --> 00:03:08.354 transformational results on their AI journey. 00:03:08.521 --> 00:03:10.899 Can you tell us what's in the flywheel and how folks could 00:03:10.899 --> 00:03:12.901 think about applying that to their own business? 00:03:13.735 --> 00:03:18.448 So the AI flywheel essentially takes all these six actions and 00:03:18.448 --> 00:03:20.575 embeds AI into each of them. 00:03:21.159 --> 00:03:23.828 But it's not just about the AI and the machines. 00:03:23.912 --> 00:03:27.040 You have to inject the human creativity as well. 00:03:27.415 --> 00:03:31.753 So these AI leaders are coming up with insights initially 00:03:31.753 --> 00:03:36.591 through AI. AI is generating insights from their customer data. 00:03:36.841 --> 00:03:40.261 And those are—that's saving time for their teams to come up with 00:03:40.261 --> 00:03:41.721 the ideas for the campaigns. 00:03:41.846 --> 00:03:45.141 They're even auto populating briefs and campaign plans. 00:03:45.516 --> 00:03:48.978 But then humans are still injecting creativity into that 00:03:48.978 --> 00:03:50.146 step of the process. 00:03:50.605 --> 00:03:53.858 They're doing things like using predictive AI and machine 00:03:53.858 --> 00:03:56.277 learning to optimize the media allocation. 00:03:56.778 --> 00:04:00.657 But again, still, humans are coming up with the bold ideas of 00:04:00.657 --> 00:04:04.118 how to run the marketing campaign, how to be innovative 00:04:04.118 --> 00:04:08.414 in how the brand comes across, what's that brand voice going to be. 00:04:08.790 --> 00:04:12.293 And then they're also using GenAI in content creation, 00:04:12.293 --> 00:04:16.130 creating an order of magnitude more content, but then still 00:04:16.130 --> 00:04:19.926 using the human curation of what's really relevant for each 00:04:19.926 --> 00:04:23.680 customer and what are the rules to use to, to enable that. 00:04:24.222 --> 00:04:27.684 I love that. As someone, you know, who started their career 00:04:27.684 --> 00:04:31.229 on the creative side of this industry, I actually think this 00:04:31.229 --> 00:04:34.649 is a moment where we're going to infuse more humanity into 00:04:34.649 --> 00:04:36.025 marketing because of AI. 00:04:37.277 --> 00:04:41.114 And it is kind of a strange moment where like the Venn 00:04:41.114 --> 00:04:45.410 diagram of creativity, media, and technology come together to 00:04:45.410 --> 00:04:48.162 truly benefit the consumer in new ways. 00:04:48.413 --> 00:04:51.833 So in the work that you've done, what are you seeing as working 00:04:51.833 --> 00:04:55.044 on the creative life cycle as folks who are adding AI into 00:04:55.044 --> 00:04:55.878 their workflows? 00:04:56.337 --> 00:04:59.924 So I like to talk about it as taking the toil out of the work 00:04:59.924 --> 00:05:01.509 and putting the joy back in. 00:05:01.843 --> 00:05:05.305 And I think our recent work with a fashion client brings this to 00:05:05.305 --> 00:05:08.641 life really well because they're actually getting to 00:05:08.641 --> 00:05:12.770 spend more time on the creative side of the process, but saving 00:05:12.770 --> 00:05:15.106 a bunch of time on their own tasks. 00:05:15.398 --> 00:05:19.152 Initially it was things like translation and copywriting and 00:05:19.152 --> 00:05:23.489 creative brief writing that were automated and made easier with GenAI. 00:05:23.740 --> 00:05:26.326 Now I'm really excited about what I'm seeing in video, for example. 00:05:26.326 --> 00:05:30.538 Over the holidays, we created a campaign on the fly without 00:05:30.538 --> 00:05:31.789 shooting—you know, 00:05:32.290 --> 00:05:35.126 what would have taken months and months with photo shoots—we 00:05:35.626 --> 00:05:39.797 created fully with GenAI, but leveraging a lot of the imagery, 00:05:39.797 --> 00:05:43.801 the brand voice, and created a full campaign that ran for a 00:05:43.801 --> 00:05:46.846 major brand in social media with GenAI tools. 00:05:47.513 --> 00:05:51.142 And it was the marketers getting to create that content on the 00:05:51.142 --> 00:05:54.228 fly in response to some trends we were seeing in the 00:05:54.228 --> 00:05:57.857 marketplace, very quickly coming out with these ideas, tapping 00:05:57.857 --> 00:06:00.860 into things that influencers were talking about and 00:06:00.860 --> 00:06:03.446 amplifying that in a brand-appropriate way. 00:06:03.446 --> 00:06:07.158 So I think the possibilities are just endless for marketers with 00:06:07.158 --> 00:06:07.867 these tools. 00:06:08.368 --> 00:06:09.285 Yeah, it's interesting. 00:06:09.327 --> 00:06:12.372 One of the things that I was chatting with someone about 00:06:12.372 --> 00:06:15.666 earlier today is imagining the future where we all get to stay 00:06:15.666 --> 00:06:18.086 in our genius zone when we're at work, right? 00:06:18.086 --> 00:06:21.631 And a lot of the things that are more mundane that we don't 00:06:21.631 --> 00:06:25.176 always love doing, that AI can do more easily, allows us to 00:06:25.176 --> 00:06:28.888 stay in the sweet spot of really where we can deliver the most 00:06:28.888 --> 00:06:31.391 impact with our own—our own human genius. 00:06:31.391 --> 00:06:33.142 Fully, fully agree. 00:06:33.142 --> 00:06:34.977 And I mean, it's not easy though. 00:06:34.977 --> 00:06:36.562 Let's not kid ourselves. 00:06:36.562 --> 00:06:39.816 I think that's why so few companies get this right is 00:06:39.816 --> 00:06:43.277 there's a lot to get right underneath to enable this new 00:06:43.277 --> 00:06:44.195 way of working. 00:06:44.529 --> 00:06:46.572 I know you've been a CMO yourself. 00:06:46.739 --> 00:06:49.909 What have you seen and what would you advise marketers as, 00:06:49.909 --> 00:06:52.286 as they go on this journey with their teams? 00:06:52.286 --> 00:06:55.289 Yeah. First of all, as a marketer, I think there's never 00:06:55.289 --> 00:06:57.583 been a more exciting time to be a marketer. 00:06:58.251 --> 00:07:01.838 I think the piece of advice I would give to marketers today as 00:07:01.838 --> 00:07:05.591 they think about how to navigate in this moment is that marketers 00:07:05.591 --> 00:07:08.344 really need to think more expansively beyond the 00:07:08.344 --> 00:07:11.264 traditional linear funnel—right?—in order for them 00:07:11.264 --> 00:07:15.101 to capture the total business opportunity for their enterprise. 00:07:15.309 --> 00:07:19.147 And I think what we're seeing is that, you know, consumers have 00:07:19.147 --> 00:07:22.567 an infinite curiosity today, and that media behavior has 00:07:22.567 --> 00:07:26.362 fundamentally changed forever because of what we at Google are 00:07:26.362 --> 00:07:30.491 calling the four Ss: searching, streaming, scrolling, and shopping. 00:07:31.451 --> 00:07:34.495 And what's interesting is they're doing this 00:07:34.495 --> 00:07:36.539 simultaneously and seamlessly. 00:07:36.789 --> 00:07:41.461 And every consumer journey is almost a unique signature. 00:07:41.752 --> 00:07:45.423 So as a marketer, what becomes difficult is how do you navigate 00:07:45.423 --> 00:07:48.384 that and identify, you know, current new customers. 00:07:48.718 --> 00:07:51.804 And one of the things that Google is really committed to is 00:07:51.804 --> 00:07:52.889 the full stack in AI. 00:07:52.889 --> 00:07:56.142 And because we serve customers across all four of those 00:07:56.142 --> 00:08:00.313 Ss—searching, streaming, scrolling, and shopping—we're 00:08:00.313 --> 00:08:03.024 uniquely positioned to use AI to help find the patterns, the new 00:08:03.024 --> 00:08:06.486 consumer behaviors, identify opportunities so that they can 00:08:06.486 --> 00:08:09.697 unlock, you know, incremental value for their business. 00:08:10.072 --> 00:08:13.618 Yeah, the journey's gotten way more complicated, and marketers 00:08:13.618 --> 00:08:14.410 need to adapt. 00:08:14.535 --> 00:08:15.286 You're absolutely right. 00:08:16.871 --> 00:08:20.791 So I think the other piece we haven't touched on is just the 00:08:20.791 --> 00:08:24.295 human side of really injecting this AI culture across 00:08:24.295 --> 00:08:26.506 functions, even beyond marketing. 00:08:27.048 --> 00:08:31.469 And I think the piece that we're trying to help clients with a 00:08:31.469 --> 00:08:35.890 lot is how do you advocate that at the C-suite level: start at 00:08:35.890 --> 00:08:39.936 the top, get folks aligned across functions, whether it's 00:08:39.936 --> 00:08:43.523 technology, analytics, operations coming along the 00:08:43.523 --> 00:08:47.985 journey with marketing's vision and a vision for growth for the 00:08:47.985 --> 00:08:50.780 business, ultimately, and the customer. 00:08:51.364 --> 00:08:55.785 But then, also, how do you get the cross-functional squads 00:08:55.785 --> 00:08:57.078 working together. 00:08:57.078 --> 00:09:01.040 I think that's a hot topic and think so often a squad means 00:09:01.040 --> 00:09:05.086 getting 40, 50 people in room and hoping something gets done. 00:09:05.086 --> 00:09:09.090 And a lot of it to me is about simplifying it down to a 00:09:09.090 --> 00:09:13.511 two-pizza team, getting things done in an effective way with a 00:09:13.511 --> 00:09:17.765 clear goal and making progress and getting the organization 00:09:17.765 --> 00:09:19.267 galvanized around it. 00:09:19.350 --> 00:09:19.976 Absolutely. 00:09:19.976 --> 00:09:22.812 I mean, we talk a lot about change is hard and that's why we 00:09:22.812 --> 00:09:24.230 don't opt into it all the time. 00:09:25.106 --> 00:09:27.942 And change is particularly hard in AI 00:09:27.942 --> 00:09:30.861 if you can't bring the cross-functional organization along. 00:09:31.153 --> 00:09:34.198 And we talk to clients a lot about the people are everything. 00:09:34.365 --> 00:09:37.326 And for you as a leader and someone who's pioneering AI in 00:09:37.326 --> 00:09:40.496 your organization, you not only have to be the chief marketing 00:09:40.496 --> 00:09:43.541 officer, you're actually the change management officer now. 00:09:43.541 --> 00:09:46.377 And you're the, you know, chief momentum officer in your 00:09:46.377 --> 00:09:47.920 organization on the AI journey. 00:09:48.045 --> 00:09:51.090 Yes, it's how humans and AI come together. 00:09:51.132 --> 00:09:53.718 That's the future, including in 2025. 00:09:54.093 --> 00:09:55.428 So excited for our partnership. 00:09:55.428 --> 00:09:57.138 Thank you so much. It was great to chat today. 00:09:57.638 --> 00:09:58.097 Likewise. 00:09:58.222 --> 00:09:58.723 Bye.