– Artificial intelligence in advertising. Last year, at the Cannes Lions Advertising Festival Google Exec Vidhya Srinivasan remembers a lot of discussion about the possibilities of AI in advertising. “People are trying it and thinking about what is possible,” she recalls. A year later, in southern France last week, the possibility has become a reality. “It is actually changing every aspect of advertising today,” she said.
Srinivasan is the person responsible for the majority of people who made this transformation happen. At Google, she is vice president of advertising and business. She oversees Google shopping and advertising products, including Google searches, maps, YoutubeAnd more – a large portfolio of fast-changing products with revenues of over $126 billion Quarter 1 only.
Srinivasan added business to her portfolio early this year, as consumers demanded hyper-personalized responsibilities when shopping, and as advertisers target shoppers.
Provided by Google
Artificial intelligence in advertising and business can mean very different things. This is a wide portfolio of advertising technology products and rapidly generated targeted advertising. “We always wanted to provide the right ads to the right person at the right time… Now, you can now come up with a perfect idea for that person because AI is able to generate things instantly,” she said. “This can change the game at any given moment.”
It’s also a brand new shopping experience – consumers can describe the outfits they might want, look at the AI-generated versions, and then buy similar products that already exist. “The customer journey is totally unpredictable,” Srinivasan said. “Now, users want a more relevant, immersive experience in everything they do.”
Last year Adweek describe Srinivasan is “the hardest job in advertising”. She is at the center of many trends: Fast-changing activity on Google searchas more and more consumers go directly to Chatgpt or other chatbots, rather than Google’s stuff; anxiety About the future of creativity and the industry; and the huge workforce changes that are taking place in both sectors.
Srnivasan says she was in Amazon Web services help her prepare for the challenge. Starting with AWS in 2012, her mission is to bring the first cloud data warehouse to market. “The charter was that I should be able to create a data warehouse in the time I was drinking coffee or buying books,” she recalled. It seemed impossible at the time. “People are very skeptical, and when I started from there, the cloud was a real thing, and now, you look back and you’re like, ‘Of course it has to happen.”
But she is not minimizing the anxiety in the advertising world now. “Take people inside – foster our customers – the responsibility associated with all of this,” she said. “I take that very seriously.”
Emma Hinchliffe
Emma.Hinchliffe@fortune.com
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