Credit: Pawel Czerwinski via Unsplash
Marketers who ignore AI tools are already falling behind on revenue, according to Dan Taylor, Google vice president of global ads..
“Marketers won't be replaced by AI, but they may certainly be replaced by marketers that are using AI more effectively than those that are not,” he said.
“The opportunity for marketers is to focus on strategy.”
A BCG study commissioned by Google found marketers deeply embedding AI tools into their workflows recorded 60% higher revenue growth than those later in the adoption journey.
Google has launched two in-product AI agents, Ads Advisor and Analytics Advisor, to help marketers manage campaign lifecycles and implement performance recommendations without manual intervention.
The Analytics Advisor acts as a virtual analyst, analysing website behaviour, identifying high-performing content and recommending optimisations.
Google's AI Max for search campaigns is the company's fastest-growing AI-powered ad product. An Indian insurer using the tool recorded a 28% increase in health insurance sales alongside a 23% reduction in cost per sale.
Google reported a fundamental change in how consumers search, with queries growing longer and more complex. AI Mode is live across APAC markets including Australia, India and Japan, receiving queries three times longer than traditional searches.
Advertisers using Google's AI creative suite, including text-to-image model Imagen and video generator Veo, recorded a 60% reduction in production costs compared to live action.
Google confirmed it has no plans to introduce ads within the Gemini chatbot.
“We have no plans at this point to show ads in Gemini”, said Taylor.
“In terms of why, we are focusing on the opportunity that's right in front of us.
"We have built an ads business in Google ads for the past 25 years, and we have an opportunity in AI powered search experiences, a strong pipeline to advertisers and billions of new searches that we're matching advertisers to.
"There's tremendous opportunity right in front of us.”
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