During a press conference, this Tuesday (28), the Google announced updates to its digital maturity index, launched a year ago, aimed at assessment, implementation and certification in artificial intelligence for advertising agencies. The new feature allows agencies to take advantage of the full potential of technologies and offer even more efficient services to customers.
Initially, the maturity index was a way of evaluating how the market was dealing with changes, which showed that it was committed to reaching new levels of maturity. Thus, recognizing the growing importance of AI in the advertising market, Google launched the ‘Google AI Assessment’ tool, for 2024. The tool arrives not only to assess the level of maturity of agencies in relation to AI, but also to guide them in a process of development and training.
Google AI Assessment is based on three pillars:
Foundation: Agencies are encouraged to build an infrastructure to operate campaigns in an environment of regulatory change. This includes the integration of first-party data and the predictive use of AI to achieve more meaningful results. ‘Google Analytics 4’ (GA4) collaborates with the collection and integration of different types of data and has the ability to model consumer behavior.
Activation: The importance of using the portfolio of available solutions stands out, which use AI algorithms to reach consumers more efficiently in different channels and stages of the journey. Furthermore, it is necessary to adopt a culture of testing and learning (test & read) to maximize the impact of campaigns.
Upskilling: The focus is on empowering agency teams to operationalize AI technologies effectively. Thinking about the shortage of qualified labor, Google highlights the role of AI, especially ‘GenAI’, in the democratization of technology and the acceleration of agency operations. “An agency’s maturity in lA depends on the team’s maturity in learning, embracing and exploring.”
According to Aline Moda, director of agencies at Google Brazil, agencies play a crucial role in implementing and leveraging technologies, such as AI, to drive the success of their clients. Currently, 80% of Google advertisers in Brazil already use at least one product with artificial intelligence, but only 2% of them use all possibilities and variations of advertising pieces on Google platforms.
“Through our work with agencies, we see that they are essential in this world of AI, because agencies are part of trends. They make advertisers take advantage of all this. AI helps make some tasks more agile, less costly and less dependent on investment,” said Aline.
At the press conference, Google presented practical examples of how AI can transform advertising campaigns, such as the case of Amazon, which used artificial intelligence to adapt creatives for more than 40 types of inventory, in five days of production, during its Black Friday campaign. The campaign was carried out in partnership with AlmapBBDO and Trakto.
The main focus of training and certification of professionals will be on ‘Use of AI’ and ‘Privacy’, and can be done both at the individual level and at the company level (agencies make these available to their professionals). With the launch of Google AI Assessment, Brazilian agencies have a powerful tool at their disposal to assess, train and develop their AI skills.
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