November, 2024.- During Advertising Week LATAM 2024, Krishna Gupta, Business Strategist at Google, highlighted how artificial intelligence (AI) is transforming the marketing landscape. In his presentation, he explored AI’s impact on consumer connection, campaign execution agility, and results measurement optimization. Here are the key points from the discussion on AI’s potential to redefine brand strategies.
- Benefits of AI for Consumer Connection and Agility
Gupta noted that in an increasingly competitive advertising environment, where reaching the ideal customer at the right moment is essential, AI offers powerful solutions by generating more effective ads at scale. One of the most important advancements has been the development of language models that have revolutionized advertising solutions, enhancing the ability to understand and align user intent with advertiser goals. This shift enables more sophisticated bidding optimization and more meaningful connections with customers. “The impact is undeniable: 80% of Google clients already use
at least one AI-powered search ad product,” Gupta stated.
Additionally, generative AI serves as a catalyst for agility, accelerating processes that once consumed considerable time and resources. From campaign management to rapid creative asset generation, AI enables faster creative production, personalized media activations, and real-time measurement, driving unprecedented performance. - How AI Helps Identify and Reach High-Value Customers
For Gupta, AI allows brands to make the most of their data. “AI uses data to uncover trends, extract unique insights, and identify high-value audiences,” he commented. With a solid foundation in data and measurement, brands can move from analyzing historical trends to taking real-time action with predictive insights, facilitating results-driven marketing that leverages AI’s full potential.
A successful example is a clothing and footwear brand that used Performance Max to manage fluctuating demand during the holiday season. This personalized strategy resulted in a 46% increase in conversions and an 86% rise in sales compared to previous solutions.A successful example is a clothing and footwear brand that used Performance Max to manage fluctuating demand during the holiday season. This personalized strategy resulted in a 46% increase in conversions and an 86% rise in sales compared to previous solutions. - AI as an Enhancer of Creativity Without Losing the Human Touch
Although AI is transforming the marketing industry, Gupta emphasizes that human oversight remains essential. “AI offers many capabilities, but it cannot capture the complexities of organizational goals or replicate the distinctive creative touch that characterizes human-driven campaigns,” he explained.
Gupta advocates for AI as an ally that complements human creativity by enabling the generation of new formats and innovation in ads. “By delegating repetitive tasks to artificial intelligence, marketing creatives can focus on more innovative ideas, generating better results through collaborative efforts.” - Channel Optimization Through AI
AI is transforming digital marketing by shifting from a channel-centered to a user-centered approach. “AI-driven campaigns, like Performance Max, allow brands to focus on the user across all channels, such as search, display, and video, to achieve better results,” Gupta mentioned. This approach enables following the user across multiple platforms and optimizing interactions regardless of the channel. - Challenges and Opportunities for Brands Adopting AI
Gupta foresees that AI will unlock enormous potential, taking scale, speed, and personalization to unprecedented levels. “Faster creative production, personalized media activation, and real-time measurement will drive performance,” he affirmed. This shift implies moving from a single key visual to a universe of assets and brand elements, all created by teams empowered by AI.
For brands, adopting AI is not just about implementation but about strategically and creatively leveraging its tools. “The competition will not be against AI itself but against other marketing teams using AI as a tool to enhance their creativity and efficiency,” concluded Gupta.
In conclusion, AI is redefining marketing not as a substitute but as an enhancer of human creativity and efficiency. Adopting and adapting to this technology promises not only to improve campaign results but also to revolutionize how brands connect and communicate with audiences in an increasingly digital and competitive world.
