At Think with Google, big tech executives shared data and insights about the use of artificial intelligence in marketing
This Tuesday (16), Google is holding its biggest event on business trends, Think with Google, in São Paulo. The dominant theme of the presentations given in the morning by big tech executives was the use of artificial intelligence to improve business in general.
Fabio Coelho, president of Google Brazil, opened the meeting by stating that, once again, the world is experiencing a moment of transformation with the evolution of technology, and that this is a moment of opportunity for brands and businesses. According to him, Google’s objective is to transform hype into help for companies.
“AI can do three things: generate more revenue, generate more efficiency and productivity, and do different things.” The executive presented data on the use of AI in Brazil, which shows that Brazilians are above the global average: 46% of Brazilians used generative AI in the last twelve months, while in the world the rate is 38%.
The same Google survey commissioned by Offerwise shows that Brazilians see a positive impact on the use of AI in the next five years: 67% in how they work; 77% in access to information; and 77% in how they learn. “2024 is an inflection point, but we see marketing as a major driver of business growth,” said Coelho.
Google’s vision is that AI is capable of being an assistant on several levels. “AI is a great enabler to better understand business, but what it cannot do is think about the strategy, the essence of marketing, of the business, it does not replace professionals in this process”, highlighted the president of Google, ending his presentation with the phrase “The time for AI is now”.
Rodrigo Rodrigues, general director of Customer Solutions at Google Brazil, drew attention to the fact that, although AI is expanding creation capacity, the technology needs good data to work well. He recalled the end of the use of cookies and the importance of having transparent and privacy-focused communication that is relevant to customers.
“Treating proprietary data will help companies establish deeper relationships with consumers. And, to achieve this, it is necessary to strengthen consumer confidence; increase the use of AI solutions and find robust measurement methods. It is this data that will feed the use of AI, such as conversion history, behavior and purchase data”, he highlighted.
The first part of Think with Google ended with a presentation by Mônica de Carvalho, business director at Google Brazil. The executive, who has worked for large advertising agencies, began by stating that marketing professionals need to use AI in favor of productivity.
“It’s past time to be afraid of AI and make technology work for us. AI brings more humanization to brands and will generate more connection with people”, she reinforced.
According to the executive, companies need to stop creating generalist messages. According to her, execution is no longer an issue with AI. “Consumers want attention and customization. We will be able to execute everything we wanted. We’re going to have to be very good at designing. Everything the AI asks for is a good idea. Creativity gains the greatest empowerment of all time.”
Finally, Mônica stated that this is no longer a conversation about frequency (of ads), but rather about relevance. “Repetitive ads drive away consumers. And AI will be able to deal with the challenge of bringing more relevance by better understanding consumer behavior.”
She also reinforced the importance of data integration. “We are generation T, the generation of transformation, of transition. And I really want to live each of these moments”, concluded the executive.
