PALM SPRINGS, Calif. – Artificial intelligence is helping brands to boost the efficacy of their marketing efforts amid the ongoing shifts in consumer behaviors. Search giant Google is seeking to put these powerful tools into the hands of advertisers.
“Consumer behavior is getting very complex to track. Journeys are so different for each one of us,” Sadie Thoma, director of U.S. ads marketing at Google, said in this interview at the IAB Annual Leadership Meeting with Beet.TV contributor Tameka Kee.
Google has a framework it calls the “four S’s” for describing consumer behavior: scrolling, streaming, searching and shopping.
“Given the complex consumer journey across scrolling, streaming, searching, and shopping…only Google and YouTube reaches consumers across all four of those,” Thoma said. “It’s a great opportunity to figure out not only how we can use different products to reach folks across those four, but then how can we use AI to accelerate even further toward reaching consumers and driving even greater impact.”
Marketers that embed AI into their processes are seeing 60% greater revenue growth than their peers, Google and Boston Consulting Group found in a study.
“We keep thinking about the ‘AI Path to Excellence,’ as we call it, which is across media, creative measurement, and people and process,” she said. “We have all of this information and we have a lot of thought leadership on this that’s out there.”
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