Only 2% of advertisers use all advertising possibilities on Google platforms in Brazil
Google announced that the Digital Assessment, launched in 2023, has been updated to the new Google AI Assessment, aiming to monitor how advertising agencies are adapting to the new era of artificial intelligence and help them with the next steps.
According to company data, 80% of Google advertisers in Brazil already use at least one product with artificial intelligence, but only 2% use all possibilities and variations of advertising pieces on Google platforms, showing that agencies still have development opportunities technology in other areas.
The new update to the tool maintains the classification of agencies between the “Nascent”, “Emerging”, “Connected” and “Multimonious” stages, and now allows new analyses. Each agency will be analyzed on its adoption of artificial intelligence, which includes how companies are capturing first-party data and training AI to drive business objectives, how they are enabling AI and employing available solutions in marketing, and the maturity of teams in relation to AI, enabling training and certification.
“With Google AI Assessment, agencies can analyze the pillars and use them as a basis to evaluate opportunities to improve and optimize processes, time and results. Google is prepared to continue helping to develop the advertising market for this era of artificial intelligence, which offers many possibilities”, says Aline Moda, director of agencies at Google Brazil.
The analysis of agency classification, carried out in 2023, revealed that “Nascent” companies, which represented 44% at the beginning of 2023, ended last year representing 13% of companies, demonstrating that the majority were able to migrate to more advanced stages. advanced. The “Emerging” agencies ended 2023 representing 58% of the total and the “Connected” agencies represented 25%. Only 4% of agencies ended the year as “Multimomento”.
(Credit: Photo by Alex Dudar on Unsplash)
