Artificial intelligence in advertising. Last year, at the Cannes Lons Advertising Festival, Google Exec Vidhya Srinivasan remembers a lot of talking about the possibilities of artificial intelligence in advertising. “People were trying it and thinking about what is possible,” she recalls. One year later, in southern France last week, the possibility became a reality. “It is actually converting every aspect of advertising today,” she says.
Serenivasan is the person responsible for making a lot of this transformation. In Google, it is VP/GM for both advertising and trade. Overseeing Google Products for Shopping and Advertising by Google Search, Maps, YouTubeMore than that-a wide range of fast-changing products with more than $ 126 billion of revenues In the first quarter alone.
Srenevasan added trade to its wallet at the beginning of this year, an abbreviation that I took with consumers’ request for excessive personalities during shopping, while looking for this while targeting shoppers.
With the permission of Google
AI in advertising and trade can mean greatly different things. It is a wide portfolio of advertising products and targeted advertisements that have been rapidly created. “We have always wanted to make the right advertisement for the right time in time … … Now you can come out with perfect creativity at the moment for the person, because artificial intelligence is able to generate things while flying,” she says. “It changes the game as possible at any specific moment.”
It is also a completely new shopping experience-the consumer can describe a dress they may want, and watch a copy created from artificial intelligence, then shop for similar products already exist. “Customer flights are completely unpredictable,” said Srenivasan. “Users now want a more important and overwhelming experience in everything they do.”
Adweek last year Described Srinivasan is “the most difficult job in advertising”. It is in the midst of many directions: Fast change activity on Google ResearchWith more consumers moving directly to ChatgPT or other chat instead of Google, something; propaganda Anxiety About the future of creativity and industry; And the vast workforce changes that occur in both sectors.
Srnivasan says her previous experience is in Amazon Web services helped prepare them for the challenge. Starting from AWS in 2012, it was assigned to bring the first cloud data warehouse to the market. “The Charter, I must be able to start a data warehouse while it is taken to get coffee or buy a book,” remember. It seemed impossible at that time. “People were very skeptical that the cloud was a real thing when it started there and now, of course, you look back and you love,” of course it should have happened. ”
But it does not reduce anxiety in the world of advertising now. “Bring people, not only internally – dividing our customers – there is a lot of responsibility associated with all of this,” she says. “I take it seriously.”
Emma Hinchelv
whatever.Henchev@Fortune.com
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