Raising the bar: the ability of storytelling within the AI technology

At the new Possible convention, Google’s Chief Marketing Officer Lorraine Twohill sat down with R/GA’s Chair and Global Chief Creative Officer Tiffany Rolfe to talk about how AI is reshaping advertising and marketing – and why keeping up high quality content material is extra essential than ever.

“The pace of launch of features for us has just changed dramatically,” Twohill mentioned. “The world where we had time to work on stuff is done. My team and I have to adapt very fast to a world where our company is shifting and launching really cool features almost on a weekly basis.”

As the manager overseeing world campaigns for merchandise like Search, Android, Pixel, YouTube, and Google Cloud, Twohill is each a promoter and a person of Google’s personal AI gear – together with Gemini. She described how AI is now embedded in 3 key spaces of Google’s advertising and marketing: productiveness, media dimension, and inventive building.

“No one has to face the blank page anymore,” she mentioned of AI’s function in daily duties. But it’s inventive building that excites her maximum. “There are definite wins around efficiencies and execution and getting work into many countries much faster. But I still think there’s also a huge opportunity to really unlock imagination and elasticity – big ideas we couldn’t do before.”

Rolfe agreed. “As a creative person, obviously efficiency is great and we all need it,” she mentioned. “But I’m definitely especially excited about what you can do that isn’t possible otherwise… Being able to create experiences that connect with people in ways that weren’t possible before.”

Twohill shared how AI now allows co-creation with shoppers, bringing up a contemporary marketing campaign through which customers submitted tales about their Pixel telephones. “We were able to turn hundreds of those stories into videos within 24 hours,” she mentioned – one thing that used to take weeks.

She additionally pointed to Android, which has turn into a playground for AI-fuelled personalization. “With AI, what we’re able to do is put any picture in and it immediately creates a Droid on demand that is on brand,” Rolfe defined. “You now have hundreds of thousands of expressions of the brand without having to have hundreds of thousands of approvals.”

But each leaders had been transparent: AI is most effective as excellent because the imaginative and prescient at the back of it. Discussing Google’s new video technology device VO2, Twohill mentioned, “The world of the creative is more important than ever. The visionary is more important than ever. Because you have to have the vision to get good output… It takes somebody who knows, a professional, a creative to write the prompts that will drive camera angles, that can speak to camera panic.”

Twohill stressed out that AI isn’t just a cost-cutting device – it’s a expansion catalyst. “I have to run these campaigns in 50-plus countries. I can’t afford to have the 10 – 12 week turnaround that was the standard in the past. I’ve got to do it literally in days sometimes now, and I can do that with AI,” she mentioned.

Still, even within the face of pace and scale, she introduced a phrase of warning: high quality can’t be sacrificed. “I’ve always worried about quality… Everything you ship should be Google-grade at all times,” she mentioned. “The idea that AI has the potential to flood feeds with subpar content is a concern. Let me be very clear, in our industry we can create a lot of bad work without using AI. Humans create a lot of bad work too.”

In different phrases, as AI turns into extra robust, so does the duty to make use of it correctly. For Google – and for the business – elevating the bar hasn’t ever been extra pressing.