Google Marketing Live 2023

Welcome and Introductions

• Philip Schimler welcomes everyone to the event.
• Shout-outs to audience members in Dublin, New York, and LA.
• Mention of 14 upcoming GML events in Canada and the Asia Pacific region.

Google's Evolution and Milestones

• 11th Google Marketing Live event.
• The first GML was held in 2013, with discussions focused on the shift to mobile.
• Current emphasis is on the transformative impact of AI.

The Era of AI

• Shift in conversations around AI from “What is AI?” to “How can I implement AI quickly?”
• Google's extensive history and leadership in AI research, with significant investment for over a decade.
• Recent advancements: Gemini 1.5 Pro, Gemini app, and web experience.
• Project Astra: AI agent capable of seeing, hearing, remembering, and conversing in real time.

AI Infrastructure

• High-performing, secure, and reliable infrastructure designed to achieve unprecedented efficiency.
• AI models are 100 times more efficient than 18 months ago.
• Expansion into consumer products and Google Cloud.

AI's Scale and Impact

• AI to be integrated into 15 products with 500 million users and six products with over two billion users.
• Commitment to responsible AI development in collaboration with regulators and policymakers.

Focus on User Experience

• AI overviews in search results for better answers and higher quality clicks.
• Rollout of AI overviews in the US and soon globally.
• Trends addressed by AI:
  1. Complex search queries made easier.
  2. Visual and video searches.
  3. AI-organized pages for discovery and inspiration.

Evolution of Search and Marketing

• Changes in consumer behavior and demands.
• Development of AI-enhanced Google search with Gemini model customized for Google Search.
• AI-generated overviews improving search experiences.
• Testing of search and shopping ads within AI overviews.

Video and YouTube

• AI-Enhanced Video Campaigns:
  • Video Reach campaigns for awareness.
  • Video View campaigns for brand consideration.
  • Demand Gen campaigns for conversions.
  • Demand Gen campaigns’ rollout to Display and search ads 360.
  • Lowering audience list thresholds for Demand Gen.
• YouTube: Largest streaming platform with significant engagement on CTV and Shorts.
• Introduction of generative AI tools for creators.

Shopping Innovations

• Introduction of the Product Studio for custom product scenes and videos using AI.
• Creation of visual brand profiles on search.
• Integration of key attributes and 3D shopping ad formats.
• Virtual Try-On for apparel ads.
• Video highlights in ads for apparel and beauty.

Data Collection and Utilization

• Importance of first-party data in AI-driven marketing.
• Google Ads Data Manager for easier data collection and management.
• Measurement Diagnostics for site performance analysis.
• Advanced security measures via trusted execution environments.
• Introduction of Meridian for modern marketing mix models (MMM).

Practical Application of AI

• Emphasis on starting with AI Essentials: Data, creative input, and mindset shifts.
• Examples of successful AI implementation by companies like Lego, PepsiCo, and MoneyPoint.
• Empowering agencies to utilize AI tools effectively.
• Introduction of Google Ads OptiScore and Accelerate with Google for AI strategic resources.

Closing Remarks

• Vidya discusses the intersection of technological advances and consumer behavior.
• Encouragement to provide feedback for product evolution.
• Final emphasis on partnership and the transformative potential of AI-driven marketing.