Think with Google reposted this
President of Google EMEA. Helping build tech that makes the world better.
Great to be back at the Cannes Lions International Festival of Creativity - a celebration of the advertising and communications industry and their best work. AI is the buzzword this year - with every business wanting to better understand how they can use AI for their business. In fact, on Google Search this year, European searches for “how to use AI” have overtaken “what is AI”. For the creative industries, AI can supercharge the entire advertising lifecycle - whether it’s idea creation, content generation, measurement or insights. Those who seize the benefits early will build a competitive edge - and those who don’t risk being left behind. We recommend a simple approach: play, dance and compete. Marketing is a great test bed for experimentation. Whether you focus on increasing productivity, generating new ideas or testing existing ones, let your team play with AI. We encourage Googlers across the business to experiment with AI every day - and our marketing teams have found success using AI to translate, copy and deploy campaigns across countries; support creative brainstorming, and to create multiple versions of an ad in minutes. In the same way that the performance of a car depends on its engineering, the capabilities of AI tools hinge on the data they’re trained with. Good AI requires good quality data - the more it knows about your business, customers and business goals, the better it can deliver for you. So get your data ready to dance. From dance to compete: get moving on high impact use cases. AI can help creatives get closer to the dream of ‘right ad, right person, right place, right time’ - so use it. Start testing AI-powered campaigns against manual ones - and then scale those with impact. More on this from the Cannes Google beach below - and I’d love to hear your use cases of AI for the creative industries in the comments ⬇️