Simon Kahn, Chief Marketing Officer of Google APAC, is a strong advocate for AI adoption and committed to building a culture of innovation and experimentation within Google's marketing teams.
I recently stumbled upon an image of rice fields by a river and turned to Bard for help identifying the location. Using Google Lens, Bard pinned the spot down as Trang An, a UNESCO World Heritage Site in Vietnam. That wasn’t all.
Bard also tapped into its integration with Google apps and services like Google Maps, and provided a five-day itinerary, sparking inspiration for my next vacation. This is just one example of how AI can extend possibilities — in leisure and work.
As I reflect on 2023, one thing is clear: AI has been transformative. Making this technology accessible to people and businesses is central to advancing Google’s mission as a company, especially in APAC, which has been a thriving testbed for generative AI. From sharing our approach to AI to building experiments like Bard and Search Generative Experience, and improving our offerings through models like Gemini, we’re committed to building resources and knowledge that help everyone benefit from the transformative technology.
As marketers, the developments present an exciting opportunity for us to consider: How can we use AI to power our work? On this, I’m guided by our marketing principles of “Be Human,” “Be Open,” and “Be Bold” in a way that “Make(s) it Matter.”
“Being Human” speaks to our unique capacity for understanding and empathy as people. It’s why we’re able to connect with others by building bonds and a sense of belonging. And this intangible quality must continue to define how we work, no matter how sophisticated technology becomes.
As for our other principles, AI has the potential to transform how they are applied. With AI, we can amplify our marketing approach with bold, imaginative ideas, open up connections with people around the world, and optimize our work for maximum impact to make our efforts truly matter.
So, my resolution for 2024 is to tap into AI’s potential to amplify how we “Be Bold,” “Be Open,” and “Make it Matter” as a marketing team.
AI can be a driving force for inclusivity by enabling marketers to create global content with local resonance at speed and scale.
For one, Google AI’s improved language processing capabilities can help brands swiftly localize marketing content across numerous languages. This ensures ads are easily comprehensible and contextually relevant to local audiences, which is crucial in driving results, considering that 82% of shoppers prefer ads in their native language.
One tool to help marketers get a headstart on localization at scale is Universal Translator. Adept at capturing various expressions, including voice nuances, style, tone, and even synthesized lip movements, this AI-powered tool can quickly adapt audio and video content into a diverse range of languages. During the Pixel 7a launch, we used it to test localization of campaign assets for non-English language markets like Japan, and unlock deeper customer engagement.
The stage is set for a new era of AI-powered localization. As marketers, we’re able to overcome language barriers easily and build new bridges for open communication and understanding, so that more voices can be heard and stories shared.