AI Drives Economic Gains in Marketing Strategies

Artificial intelligence (AI) has become a transformative force in marketing and advertising, significantly enhancing the reach and economic benefits of these strategies, said Pablo Beramendi, Director of Startups and Artificial Intelligence at Google Cloud, during a press conference.

“AI is revolutionizing the way we operate by automating repetitive tasks, boosting human productivity, and accelerating innovation,” Beramendi noted. “While the advantages are not uniformly distributed across all industries, sectors such as public services, retail, and healthcare are experiencing considerable benefits.”

In his presentation, Beramendi addressed the increasing challenges marketers face in a complex environment where efficiency and ROI are critical. AI provides solutions to personalize content, optimize campaigns, and improve marketing effectiveness, aiming to achieve personalized advertising on a large scale.

A recent study by Google Cloud, in collaboration with Global Data, shows that 72% of companies view AI as a key component in the near future, with 62% already considering investments in this technology. Additionally, McKinsey's The Economic Potential of GenAI 2023 report suggests significant financial impact, predicting productivity gains of 5% to 15% for marketing teams.

The practical application of AI in marketing and advertising is demonstrated through several success stories. Benetton Group, a global fashion company, partnered with Google Cloud to enhance its shopping experience using BigQuery and Discovery AI Solutions. By implementing Recommendations AI, Google Cloud's platform focused on data collection and consumption patterns, Benetton increased its conversion rate sixfold, boosted sales by 7%, and tripled the time spent on its website, extending these solutions to its main markets.

Similarly, Carrefour Spain transformed its technological infrastructure with Google Cloud and SAP in 2018, consolidating over 2,000 data flows for efficient management. Using Google Kubernetes Engine, Carrefour automatically scaled its e-commerce platform during demand peaks such as Black Friday, adopting industry-standard practices, reducing operational costs, and ensuring optimal customer service.

Wendy's  also leveraged AI by implementing pilot ordering windows powered by generative AI in Ohio, freeing up employees to enhance the customer experience. This initiative allows customers to place orders more efficiently and personally, while allocating more resources to improve service in the restaurant.

Google's integration of AI dates back to the early 2000s, starting with Google News in 2001, which used machine learning algorithms to organize news. Since then, Google has led AI innovation, acquiring Applied Semantics in 2004 to enhance natural language understanding. The launch of Google Brain in 2011 and TensorFlow in 2015 further advanced AI, enabling the creation of more sophisticated and accessible systems for developers and data scientists.

Google AI's influence extends to various products and services, including Google Assistant, Google Photos, and Google Search, which utilize AI algorithms to deliver personalized and enhanced experiences. AI has also impacted fields like medicine, aiding in diagnostics and genetic research, showcasing its transformative role in technology and society. This commitment to AI culminated in the launch of Gemini in 2023.

“AI is reshaping the marketing and advertising landscape, providing unprecedented opportunities to enhance efficiency and effectiveness,” Beramendi concluded. “For companies, recognizing and leveraging the potential of AI is a strategic priority. Implementing and scaling these solutions are essential steps to remain competitive in an ever-evolving business environment.”