AI is not just a tool but a transformative force that is reshaping the marketing and advertising industry, driving growth, enhancing creativity, and solving societal challenges.
Artificial Intelligence (AI) is no longer a futuristic concept; it’s a present reality transforming the marketing and advertising landscape. As Kristen O’Hara, Vice President Agency Brand Solutions at Google, shared in her talk, AI is being leveraged as a business multiplier, driving a 35% increase in conversions for marketers who have adopted AI-enabled strategies.
But AI’s potential extends beyond just boosting revenues and reducing costs. It’s about freeing up time for humans to focus on what they do best – creativity, judgment, and empathy. As O’Hara eloquently put it, “AI can free up our time to focus on the things humans do best.” This insight is a powerful reminder that AI is not about replacing human skills but enhancing them, particularly in creative fields like advertising and marketing.
“AI can free up our time to focus on the things humans do best.” – Kristen O’Hara
This insight is a powerful reminder that AI is not about replacing human skills but enhancing them, particularly in creative fields like advertising and marketing.
Moreover, AI is helping businesses reimagine their operations and unleash new levels of human creativity. A prime example is UPS, which saved $400 million in a year and 10 million gallons of fuel by using AI-powered routing software. In addition, AI is being used to solve societal challenges, from reducing carbon emissions to predicting wildfire paths, demonstrating it its potential for social good. Lastly, AI is boosting productivity, as seen in Google Workspace, where AI-powered features are being used by billions of people.
In conclusion, AI is not just a tool but a transformative force that is reshaping the marketing and advertising industry, driving growth, enhancing creativity, and solving societal challenges.
Here are 5 key insights from Google’s Kristen O’Hara who explains how the present & future of marketing are AI-powered and why we should embrace it:
#1
AI as a Business Multiplier
AI is being leveraged by marketers to increase conversions and revenues, reduce costs, and optimize creative content. This is evident from the 35% increase in conversions seen by marketers who have moved from manual to AI-enabled targeting, bidding, creative, and attribution.
#2
AI for Creativity and Empathy
AI can free up time to focus on the things humans do best – creativity, judgment, and empathy. This suggests that AI can be used to enhance human skills rather than replace them, particularly in the creative fields like advertising and marketing.
#3
AI for Reimagining Business
AI has the potential to not only reimagine your business but also to unleash a new era of human creativity. This is evident in the case of UPS, which saved $400 million in a year and 10 million gallons of fuel by using AI-powered routing software.
#4
AI for Societal Challenges
AI is being used to solve societal challenges, from reducing carbon emissions to predicting wildfire paths. This suggests that AI can be used for social good, which can enhance a company’s brand image and social responsibility.
#5
AI for Productivity
AI is being used to increase productivity, as seen in Google Workspace, where AI-powered features are being used by billions of people. This suggests that AI can be used to automate and streamline tasks, freeing up time for more strategic work.
2023 Speaker Highlight
Kristen O’Hara
Kristen M. O’Hara is a strategic and transformational leader who has driven growth and innovation for global enterprises in an increasingly digital, e-commerce, and data-driven economy. She is a curious, compassionate and collaborative executive who has led global sales and marketing teams across media and entertainment, technology platforms and agency holding companies.
O’Hara is currently VP, Agency & Brand Solutions at Google. Before Google, she was Chief Business Officer at Hearst Magazines leading sales and marketing across the company’s portfolio of 25 publishing brands. Before that, O’Hara was VP Business Solutions at Snap Inc. She spent 16 years at Time Warner Inc. (now Warner Bros. Discovery) where she held leadership positions across sales and marketing, ultimately serving as the Chief Marketing Officer responsible for global marketing, media and data strategy across HBO, Turner and Warner Bros. O’Hara began her career at WPP’s Young & Rubicam.
O’Hara is a graduate of the College of the Holy Cross with a bachelor’s in English literature. She serves on the board of directors of Arrival (Nasdaq: ARVL) and the Columbia University Medical Center.
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April 15-17, 2024 — See you in Miami!
About POSSIBLE
POSSIBLE is a premier marquee event created by Beyond Ordinary Events, Inc., that is curated specifically for the greater marketing ecosystem, including brands, technology, digital, media, culture, and more. The inaugural event took place in April 2023 and just announced its return for April 15-17, 2024 at the Fontainebleau Miami Beach. POSSIBLE is directed to future-thinking marketers and offers innovation and emerging technologies and an opportunity to network with industry peers, share ideas, and discuss mutual challenges. POSSIBLE offers curated content including masterclasses, workshops, an exposition, VIP programming, and entertainment. The SMARTIES awards have been integrated into POSSIBLE to complete the immersive experience. Conceived and created by Christian Muche (Co-Founder, DMEXCO), POSSIBLE is a centerpiece for the entire marketing and media community.
