AI, personalization and the future of shopping
How do you get people’s attention? It’s a question I get a lot from businesses, and for good reason: Consumer behavior is predictably unpredictable.
People stream sports or videos from their favorite creators on TVs, while scrolling feeds on their phones. At any — or really every — step of the way, new discoveries inspire them to research, browse and buy. In minutes, they've bounced between apps, websites and devices, looking for content that truly speaks to them.
So, how do you get people’s attention? That last part is the answer — content that truly speaks to them. It’s why we're reimagining ads and shopping options as avenues for tailored exploration. This requires tremendous speed and tech sophistication, that’s only now within striking distance thanks to AI.
Turn AI into action
We've made incredible advances in AI, and this same powerful technology can transform advertising and shopping. As an engineer and the lead for our Ads and Commerce products, I’m inspired by how this technology is already better connecting people and businesses.
In the last year, we've explored new applications of generative AI across our products — from improving image generation to better curating the products people see. We’ve also been seamlessly integrating AI into our campaign tools and simplifying data management to help you get the most from them. But there’s more we can do. I see vast opportunities to help businesses create relevant, interactive and beautiful content that feels tailor-made for each person’s interests.
Reach your audience in the moment
Compelling content alone doesn’t get attention and influence. You need to show up everywhere people are, from discovery to decision. That’s where Google can help.
People come to Google with questions big and small, whether they're planning a trip or picking a college. And they come to shop — people shop more than a billion times a day across Google. 1 Sometimes people have a specific idea of what they’re looking for, but they also discover new favorites on Google every day. In fact, consumers say they used Google or YouTube in about two-thirds of their purchases where a new brand, product or retailer was discovered. 2
Tap into YouTube’s engaged audiences
Creators are a big part of these discoveries, drawing huge fan communities — particularly among younger viewers like Gen Z — and driving watch time growth on YouTube. Creators are today’s tastemakers, and tapping into their influence really pays off: Online users are 98% more likely to trust the recommendations of creators on YouTube compared to other social platforms. 3 Increasingly, people are watching their favorite creators, sports and other content on their TVs — over 1 billion hours daily.
My team can help you reach YouTube’s highly engaged audiences. A big part of this is improving ad relevance and creating better end-to-end shopping experiences as people watch. For example, we’re working on more interactive ads that help viewers learn about products right in the ad without leaving their viewing experience. We’re also helping brands discover and connect with creators to authentically reach audiences through partnership ads.
Connect with consumers on Search
On Search, rich and multimodal experiences like AI Overviews, Circle to Search, and Lens give people new ways to express exactly what they want, more naturally than ever before. We already see more than 5 trillion searches on Google annually, 4 and with AI, we're continuing to expand the types of questions that people can ask. This means more opportunities for you to connect with consumers through entirely new kinds of questions. For example, with the launch of AI Overviews, the volume of commercial queries has increased. 5
Over the last year, we launched ads in Lens, the new AI-powered Google Shopping, and 3D spins for ad images. We also expanded virtual try-on to dresses, and integrated this experience into ads as well. These are already helping people shop what they see, get tailored recommendations and understand a product better before they buy or find it in-store — and there is much more to come.
Build this future together
Capturing people’s attention today is a big challenge. Helping you solve it is our top priority. As we do, we want your feedback so we can be a collaborative and trusted partner for you.
More coming soon: We’re excited to connect with you and showcase our latest innovations at Google Marketing Live. This year’s Google Marketing Live will be broadcast live from our Bay View campus in Mountain View, California, on Wednesday, May 21 at 9 a.m. PT. Register now for the virtual livestream.
