Unlocking the Power of AI in Marketing: Insights from Google Thailand
เมื่อ : 28 JUL 2024 ,
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Khantachawana addressed common concerns about AI, such as its definition, practical applications, and potential to replace human workers. She suggested marketers adopt a consumer's perspective to understand how AI is already integrated into everyday life through Google solutions like Google Maps. By highlighting the long-standing use of predictive AI in navigation, she aimed to alleviate fears about AI's reliability and trustworthiness.
The presentation underscored the importance of AI for modern marketers due to its ability to rapidly learn and process vast amounts of data, especially in search queries. Khantachawana noted the evolving nature of search behavior, with users increasingly employing longer, more detailed queries. She highlighted the opportunity this presents for paid search marketing, as Google's AI can analyze user behavior based on recent video views and search terms to assess genuine product interest.
Google's classification of AI users into four tiers—Explorer, Adopter, Leader, and Pioneer—was discussed, along with the associated time and cost savings each tier achieves through AI adoption. The data revealed that organizations embracing AI more extensively reap greater benefits, potentially saving 20-50% of their budget.
Khantachawana emphasized the pivotal role of data in AI development, stating that AI's intelligence lies not in technology but in data. She aligned Google's view of AI as a tool for equal opportunity with the company's philosophy of making information accessible to everyone.
Marketers were encouraged to leverage AI for repetitive tasks like data collection and organization, freeing up time for creativity, talent development, and strategic planning. While acknowledging Google's AI solutions for driving sales, Khantachawana stressed that building brand-customer relationships remains a core responsibility of marketers, requiring genuine human connection and creativity.
The presentation concluded with the empowering message: "You're the marketer, AI is the enabler." This affirmed that AI serves as a valuable assistant to marketers, augmenting their capabilities rather than replacing them.